Active Travel in Wales – Making the infrastructure work 7 July 2021
Introduction
Rhian Lewis Independent Consultant rhiankld@outlook.com
Which of the following do you think will be the most significant challenge in delivering Active Travel in Wales? • Consultation • Time/speed to implement • Monitoring and reporting • Driving engagement
Exciting time in Wales in terms of Active Travel • Huge ambition set out within Llwybr Newydd, setting new challenges for local authorities and Welsh Government. • Opportunity to embed active travel across Wales through bringing together infrastructure and sustained travel behaviour change.
What we can do, and what you can get
Richard Kirk CEO, BetterPoints Ltd richard.kirk@betterpoints.uk
BetterPoints – changing behaviour since 2010 Changing habits takes time and effort. Our technology and expertise makes that effort attractive, engaging and rewarding.
‘Things’ need people • £75 million for Active Travel • Investing in infrastructure alone will not work • People need to know about ‘things’ and to change their behaviour
Continuous cycle of tracking, gamification, communication and rewards
Built to local requirements • Set activities and rewards • Geofence routes/sections • Define eligibility criteria • Communicate and engage
Data Data Data! Dedicated data dashboard to monitor, learn and iterate quickly. Where do people go? How often do they travel? Where are the pinch-points / problem areas / slow cycle zones? What are the barriers to engagement?
• Transport modes • CO2 • Demographics
Time/Location/Distance/Speed
Activities Rewards
• Benchmarking surveys • Ecological Momentary Assessment (EMA) surveys • User feedback
Communicate, Communicate, Communicate! • Requires strong, joined-up communication plan • ‘Constant launch mode’ • Requires long-term commitment • Otherwise, short-term benefits only – no lasting behaviour change
Pop-up lanes in Leicestershire Granularly geofenced lanes to encourage use of the pop-up infrastructure and measure its impact.
“The pop-up lanes have made cycling safer and are encouraging me to get out and cycle more.”
Active Travel in East Renfrewshire Six-month challenge for East Renfrewshire Council to get local people walking and cycling. Grant-funded by Transport Scotland’s Smarter Choices, Smarter Places.
University of Warwick/Transport for West Midlands Promoting, monitoring and measuring sustainable travel for their joint Future Transport Zone research project.
A unique partnership
+ BetterPoints behaviour change technology, wrapped in communication delivered through the transport consultancy expertise of Ansons Consulting.
richard.kirk@betterpoints.uk
Building Cutting-Edge Campaigns
John Pinkard Managing Director, Ansons Consulting Ltd john@ansonsconsulting.com
Here to help. Founded in 2011, Ansons Consulting is a boutique transport consultancy that designs, delivers and evaluates strategies that influence the travel choices people make. We have a deep understanding of how active and sustainable travel patterns support health, environmental, economic, social and transport outcomes. We provide strategic advice and operational support for the delivery of initiatives that help and encourage people to use active and sustainable modes more often.
ansonsconsulting.com
Where we fit. Capability
Behaviour
Motivation
Opportunity
ansonsconsulting.com
Plan & prepare. • Combine BetterPoints digital platform with targeted promotional campaign, led by Ansons • Essential to consider the local context: o Market segments o Barriers & benefits o Tailored campaign design o Local comms channels
Deliver change. • Goal: o More people choose to walk or cycle for short local journeys
• Results: o First 7-weeks of campaign o Over 4,900 activities completed
o Over 4,900 miles travelled by active modes o
In summary.
ansonsconsulting.com
Contact us Richard Kirk
John Pinkard
CEO, BetterPoints Ltd
Managing Director, Ansons Consulting Ltd
richard.kirk@betterpoints.uk +44 (0) 20 3879 7879
john@ansonsconsulting.com +44 (0)131 208 1553