EU Tapestry

The case study objective is to “determine if broad community campaigns can be targeted and directed at specific sections of the community to improve their effectiveness and impact”. Using Hertfordshire based data obtained from recent travel surveys, a MORI poll and various roadshow activities, an analysis will be carried out to identify targeting criteria and determine what issues affect the publics’ perception of a campaign and will motivate them to change behaviour. From this a campaign will be developed and implemented to test the targeting criteria. Appropriate monitoring will be carried out to ascertain any behavioural change that may take place.