“Unlocking Urban Mobility Behaviour Change”

Joint Project Conference: MOBI, PTP-CYCLE, STARS

Thursday, 18 February 2016

BIP

Place Royale 11

1000 Brussels, Belgium

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Very Important Information • Wifi name: ZINNEKE

• Wifi code: bebrussels01

• Conference Twitter accounts

STARS @STARSEuropeOrg

PTP-Cycle @PTPCycleEU

MOBI @filemijder

#MOBIPTPSTARS

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Event recorded

• Please note: This event will be recorded for distribution

through various projects' dissemination channels.

• All audience members (or parents/ guardians of minors

attending the event) agree to the possibility of appearing

on these recordings by virtue of attending the event or

participating in the event.

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Agenda

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Time Session Speakers

12:45 - 13:15Introduction to the projects -

Plenary session

Paul CURTIS, LEPT In-house consultant

Sander BUNINGH, Team Leader, DTV

13:15 - 13:45 Key note - Plenary sessionHelmut PARIS, Traffic Psychologist, Ministry of Mobility & Public

Works, Belgium

13:45 - 14:30Experts debate -

Plenary session

Matthias VAN WIJNENDAELE, Cabinet of the Brussels Minister

of Mobility and Public Works

Karen VANCLUYSEN, Secretary General, Polis Network

Stephan RENNER, Project Officer, EASME

Neil SMITH, Senior Project Officer, Sustrans

Benedicte SWENNEN, Urban Mobility Officer, European Cyclists’

Federation

14:30 - 15:00 Coffee & Tea Break

15:00 - 17:00 Parallel sessions STARS, PTP-Cycle, MOBI breakout sessions

17:00 - 17:30 Coffee & Tea Break

17:30 - 18:00 Participants debate: real experiences from the projects - Plenary session

18:00 - 18.30 Awards ceremony Didier GAMBIER, Head of Department, EASME

Introduction to the projects

Paul CURTIS

London European Partnership for Transport (LEPT)

Sander BUNINGH

DTV Consultants

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Unlocking Urban

Mobility Behaviour

Change - STARS

Brussels 18 February 2016

Introduction

Paul CURTIS

LEPT – In house consultant

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STARS Introduction

• Incentivised students, teachers and parents to cycle and

walk to school through 2 behaviour change mechanisms

• 188 Primary & 89 Secondary Schools participated

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Why target school journeys?

• In some European cities, education

-related journeys make up more

than half of peak hour traffic

• Same destination and defined

audiences make targeting easier

• School journeys normally less than

5Kms making cycling and walking a viable alternative.

• Changing perceptions and mobility behaviour at a young

age can lead to long-lasting impact

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What is the STARS accreditation scheme?

Primary Schools

• Schools awarded with Gold, Silver and Bronze

accreditation for activities and lessons promoting modal

shift to cycling and walking

• Standardised criteria for to achieve accreditation levels

• Allows schools & students to plan, resource & participate

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What is the STARS accreditation scheme?

Primary Schools

• BRONZE – School Signs Letter

of Commitment

• SILVER – Modal shift achieved

to cycling / walking

• GOLD - Five initiatives to promote safe cycling and

walking integrated into curriculum / class programme

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What is the STARS Peer-to-Peer scheme?

Secondary Schools

• Youth Travel Ambassadors appointed to act as cycling

champions, also acquiring new skills and confidence

• Students devise like-minded promotional campaigns

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What is the STARS Peer-to-Peer scheme?

Secondary Schools

• Local workshops led by STARS Advisers

• Youth Travel Ambassadors recruited and trained

• Design and delivery of initiatives

• Cycle challenges

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Results

• Primary Schools:

• 188 schools from 9 EU cities

• Accreditation levels after two years:– Gold = 20 schools

– Silver = 39 schools

– Bronze = 67 schools

• Secondary Schools

• 89 schools set up Youth Travel Ambassador Schemes

• 600 students appointed as Youth Travel Ambassadors

• 1,000 activities carried out

• 51,000 students involved in activities

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Impact

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Modal Share Average across 9 STARS Cities

CarBEFORE

Car AFTER

Bike BEFORE

Bike AFTER

Est Car KMs reduced p.a.(av journey 2.5km)

PrimarySchools

28% 26% 9% 12% 360,000 KM

SecondarySchools

11% 10% 3% 4% 270,000 KM

Join STARS Europe!

• The network continues!

• All new municipalities welcome

• Downloadable guides

• Set up your own programmes using our winning formula

and marketing tools

• http://starseurope.org/

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Further information

• STARS Coordinator

• LEPT - London European Partnership for Transport

• Andrew.luck@lept-eu.org

• Paul.curtis@lept-eu.org

• http://starseurope.org/

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Introduction to PTP-CYCLEUnlocking Urban Mobility Behaviour Change

Brussels

18 February 2016

Paul CURTIS

LEPT In-House Consultant19

Partners

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What is PTP?

• Tailored travel advice

• One to one conversation

• Open questioning

• Motivational

• Solutions specific to needs

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HouseholdsWorkplacesUniversities

In the Field

PTP Steps to Success

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Information & services

Bike training

Saddle and backpack covers

High visibility jackets

Maps and Journey Planning websites

Info on benefits of cycling: health, journey time

Mobile phone apps: routes and gamification

Tailored mobility guide per workplace

Services and tools: Bike repairs and maintenance

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Results

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Impact

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WorkplacePTPs

UniversityPTPs

ResidentialPTPs

In the FieldPTPs

Total PTPs delivered

8,500 17,000 14,500 7,300 47,300

Deliver your own PTPs

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Resource http://ptpcycle-europe.eu/resources Lang

PTP Planning Guide Scoping and segmenting a receptive target audience

PTP Champions Resource Pack

Provide your champions with the materials and guidance they need to enthuse!

EN, ES, SI, LV, NE

Motivational Interviewing techniques

Training resource on how to deliver successful travel advice conversation

Training Manualfor Fieldwork Staff

Equip local deliver teams with the necessary tools, approaches and skills to successfully implement a PTP programme

EN, ES, SI, LV, NE

PTP Methodologies: Residential, Workplace, University, In the Field

Guides give best practice processes involved in delivering 4 types of PTP programme, step by step, drawing from experiences in the project

EN, ES, SI, LV, NE

Further information

PTP-CYCLE Coordinator

LEPT - London European Partnership

for Transport

Andrew.luck@lept-eu.org

Paul.curtis@lept-eu.org

www.ptpcycle-europe.eu

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MOBI - behavioral change by serious gaming

Unlocking Urban Mobility Behaviour Change

Brussels 18 February 2016

General introductionSander Buningh – DTV Consultants

From5To4

Goal

A fun way to let employees

travel and work in a smarter

way, with the aim of having

20% less car traffic during rush

hours.

Of every 5 working days, 1 day

without car.“Tell me and I'll forget;

show me and I may remember;

involve me and I'll understand.”

From5To4

Why a mobility game?

• Smarter travelling and smarter working is being

introduced in many ways.

• Not many examples of presenting this as a

challenge.

• Gamification succesfull in other fields.

• Breaking habitual behaviour (and monitoring).

From5To4

EU project ‘MOBI’

Game environment is the smart (and fun) link

between people, information and alternatives.

From5To4

messages

rankingsprogress

dashboard

information

From5To4

Success factors

• Team spirit

• Freedom of choice

• Competition

• ‘Flow’ (ease, fun, design)

• Monitoring

• Autonomy

• It links to the ambitions,

goals and measures of

the organization.

From5To4

Benefit examples:

City of Eindhoven:

• 55 participants, 6mths, fuel saved: 6.000 euro

Verkeersonderneming:

• 26p, 4mths, 22% less rush hour trips by car

TNO Research Institute:

• 200p, 4mths, 4.000kg CO2 saved

Rotterdam School of Management:

• 30p, 4ths: 122.000 calories burned

From5To4

Lessons learned

• Recruitment: carrot we have, stick needed?

• Tool: continuous tool development

• Behaviour change: competition main driver MOBI

• Implementation: different strategies possible, best

experiences with ‘top down‘

From5To4

Break out sessions

• Effective changing behaviour elements

Jan Christiaens, Mobiel 21

• Motivation and ambition: recruitment approaches

Ina Karova, Energy Agency of Plovdiv

• From5To4 within local authorities

Leea CATINCESCU, ABMEE

• Best practices, results and policy recommendation

Joao Bernardino, TIS

From5To4

Information

• www.mobi-project.eu

• 6x country site, example http://www.f5t4.co.uk/

• Animated videos (https://vimeo.com/40157708)

Key note

Helmut PARIS

Traffic Psychologist

Flemish Ministry of Mobility and Public Works

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Helmut ParisTraffic Psychologist

Unlocking Urban Mobility Behaviour

Change: Joint Project Conference:

MOBI, PTP-CYCLE, STARS

Brussels, February 18th, 2016

Tapping into human

psychology

WHAT MAKES US CHANGE BEHAVIOUR?

THEORY OF PLANNED BEHAVIOUR (AJZEN 1988, 1991)

SOME KEY ASPECTS

1. Psychological theories=> explaining human

behaviour and offering indicators for change.

(‘evidence-based’ => ‘make use of it’)

2. Behavioural change => also a matter of intention

3. Self-efficacy => seems to be a very special factor

in generating behaviour

SUSTAINABILITY

Behavioural Change

for SustainableUrban mobility

SustainableBehavioural Change

for Urban mobility

?

HOW TO AFFECT SUSTAINABLE TRAVELBEHAVIOUR?

SOME RELEVANT POINTS

TRAVEL BEHAVIOUR

• very complex activity

• people have to process a lot of information

• route, signalisation, behaviour of other road users, …

• partially conscious

• route planning , timing, mode of traveling (e.g. by car, bus,

bike,…)

• but most of the time unconscious

• automatic behaviour such as using brakes, pushing the gas

pedal, also psychological information processes, …even

mode of traveling

• …

DETERMINANTS OF TRAVELBEHAVIOUR

travel behaviour

unconscious, automatically

contextual of socio-

ecological determinants

conscious, more

intentional behaviour

social cognitive determinants

Status of personal

control

Influence factors for

behaviour change

SOCIO-ECOLOGICAL APPROACH

• Background• environmental factors do have a significant effect on

human behaviour

=> achieving desirable behaviour by creating a traffic environment that is promoting sustainable mobility

• Basic theories:• Learning theory (incl.)

• Classical conditioning en reinforcement (Pavlov, 1927)

• Influence traffic behaviour via• Antecedents

• Consequences

SOCIAL-COGNITIVE APPROACH

• Background• Focus on social cognitive determinants of traffic

behaviour

• traffic behaviour: conscious / intentional • psychological behaviour theories to identify internal

cognitive variables and external social factors

=> creating sustainable traffic behaviour by building up the personal capacity of the road user.

• Basic theories:• Risk Homeostasis Theory (Wilde, 1982)

• Health Belief Model (Rosenstock, Strecher & Becker, 1994)

• Theory of Reasoned Action (TRA, Ajzen, 1980)

• Self-efficacy theory (Bandura)

• Theory of Planned Behaviour (TPB, Ajzen, 1988,1991)

CHANGING TRAFFIC BEHAVIOUR

Health psychology:

=> 3 strategies for preventive behaviour change:

1) Education/ sensitization Capacity building, transfer of knowledge and experience

2) Facilitation encouraging desirable behaviour

discouraging undesirable behaviour

3) Advocacy Enforcement/ legislation

Creating an environment that makes the undesirable behaviour

(almost) impossible

SUSTAINABLE BEHAVIOUR CHANGE

Desirable

behaviour

of road

users

Intervention

FACILITATION

EDUCATION

ADVOCACY

Intervention

strategies

Sustainable

mobility

Objective

Education

Engineering

Enforcement

Measurements

CONCLUSIONS

One problem => a mix of measures!

(e.g. a local safety problem of speeding: educational measure

combined with infrastructure and policy control)

Human behaviour – especially in road traffic – is

very complex.

Nobody is changing voluntary, whether one is

convinced.

Problems in mobility usually can not be solved with

one action!

Need for public support

SCENARIO 1:

What if ask you to change your behaviour?

“I ask you not to travel any more from home to

work by using the bike when the distance is

more than 15 km!”

…

…I’m the CEO of a company, you are my employee…

SCENARIO 2:

What if I ask you to change your behaviour?

“I’m asking you not to travel any more from

home to work by using the bike when the

distance is more than 5 km!

If you still want to use the bike I will ask you to

pay 1 Euro per day (for insurance, work

absenteeism caused by accidents)!”

…

SCENARIO 3:

What if I ask you to change your behaviour?

“I’m asking you not to travel any more from

home to work by using the bike at all!

It’s dangerous and I don’t like it.”

= > now,…. I’m not only asking you to change a behaviour,

I’m asking you to change your LIFESTYLE!!!!

CHANGING BEHAVIOUROF HUMAN BEINGS

needs:

1) RESPECT

2) EMPATHY

3) TIME

FACTORS THAT INFLUENCE THE ADOPTION OF NEW BEHAVIOUR

• Relative advantage

• Compatability

• Observability

• Simplicity

• Opportunity to try out

Helmut Paris

- Traffic Psychologist –

Flemish Ministry of Mobility and Public Works

Policy Divison of Traffic Safety

Koning Albert II-laan 20 bus 2

1000 Brussel

tel: 02/553.14.86

fax: 02/553.71.08

e-mail: helmut.paris@mow.vlaanderen.be

THANK YOU!

Experts debate

Matthias VAN WIJNENDAELE

Cabinet of the Brussels Minister of Mobility and Public Works

Karen VANCLUYSEN

Secretary General, Polis Network

Stephan RENNER

Project Officer, EASME

Benedicte SWENNEN

Urban Mobility Officer, European Cyclists’ Federation

Neil SMITH

Senior Project Officer, Sustrans

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Coffee & Tea Break

14:30 - 15:00

Espace Belga – 1st floor

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Parallel sessions

15:00 – 17:00

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STARS PTP-CYCLE MOBI

Room

Zinneke

2nd floor

Room

Magritte

2nd floor

Room

Brel

ground floor

Coffee & Tea Break

17:00 - 17:30

Espace Belga – 1st floor

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Participants debate

Student Muhummad Amaan Mapara and teacher Usman Mapara, Tawhid Boys School

from STARS

Pedro Soares and Susana Cortez, ANA Aeroportos de Portugal

Commuters from MOBI

Wim DE SMET, mobility manager at SecurexChampion from PTP-Cycle

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Awards ceremony

18:00-18:30

Didier GAMBIER

Head of Department, EASME

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Meeting/Event Name

STARS

Award Ceremony

2016Joint Project Conference:

MOBI, PTP-CYCLE, STARS

18 February 2016

STARS Award Ceremony 2016

9 local partnersBielefeld, Brussels, Budapest, Edinburgh, Hackney, Krakow, Madrid,

Milan, Noord Brabant

STARS accreditation awards: Best Performing Primary

Schools

Pan-EU STARS YTAS awards ceremony: Best

Performing Secondary Schools / Winners of the Cycle

Challenge

17 winning schools

Madrid

CEIP Ermita del Santo & Colegio MontserratBest Performing Primary Schools Spain

Colegio ÁgoraBest Performing

Secondary School Spain

Bielefeld

MartinschuleBest Performing Primary School

Germany

Gesamtschule QuelleBest Performing Secondary School

Germany

Brussels

Maria BoodschaplyceumBest Performing School Belgium

Budapest

Kandó Téri Általános

IskolaBest Performing Primary School

Hungary

Békásmegyeri Veres

Péter GimnáziumBest Performing Secondary School

Hungary

Edinburgh

Nether Currie SchoolBest Performing Primary School

Scotland

Liberton High SchoolBest Performing Secondary School

Scotland

Hackney

St. Scholastica’s School Best Performing Primary School

England

Tawhid Boys SchoolBest Performing Secondary School

England

Krakow

Szkoła Podstawowa nr 1 im.

Komisji Edukacji NarodowejBest Performing Primary School

Poland

Gimnazjum nr 16 im. Króla

Stefana BatoregoBest Performing Secondary School

Poland

Milan

Scuola primaria

Pisacane e PoerioBest Performing Primary School

Italy

Scuola secondaria

MonteverdiBest Performing Secondary School

Italy

Noord Brabant

International School EindhovenBest Performing School Netherlands

Congratulations!!!

Martinschule, Bielefeld

Gesamtschule Quelle, Bielefeld

Maria Boodschaplyceum, Brussels

Kandó Téri Általános Iskola, Budapest

Békásmegyeri Veres Péter Gimnázium, Budapest

Nether Currie Primary School, Edinburgh

Liberton High School, Edinburgh

St Scholastica's Primary School, Hackney, London

Tawhid Boys School, Hackney, London

Szkoła Podstawowa nr 1 im. Komisji Edukacji Narodowej, Krakow

Gimnazjum nr 16 im. Króla Stefana Batorego, Krakow

CEIP Ermita del Santo, Madrid

Colegio Montserrat, Madrid

Colegio Ágora, Madrid

Scuola primaria Pisacane e Poerio, Milan

Scuola secondaria di primo grado Monteverdi, Milan

International School Eindhoven, Noord Brabant

Ratsgymnasium (Bielefeld)

Weiss Manfréd Szakközépiskola (Budapest)

Keleti Károly Szakközépiskola (Budapest)

Gayhurst Primary School (Hackney)

Stormont House School (Hackney)75