a. General education awareness and information space in the City centre

Are: household area
Context: City Centre
Target Group: the general public
Action timing: at least 7 days

Description of the informative space.

One of the actions performed into the information campaign will be to organize a public information space that will be set up directly in the thoroughfare of a busy street or public place of the City.
Professional monitors with large experience with the general public will manage the site and will be responsible to inform people on the campaign and the public transport program.

Case study developers are currently studying the possibility the set up the informative stand in a shopping arcade located in the city center. 370000 people visit this arcade every month.

Communication objectives of the information space.

The main objective of the action is to inform people on the air quality plan the City Hall is going to carry on, however in order to convince general public on the importance of their engagement into the measures that the plan proposes, the communication will also focus on

* current air quality situation in Vitoria-Gasteiz
* impacts of transportation on Air Quality and Health
* the measures that will be engaged by the City Hall in the framework of the Air Quality Management Plan
* the public transport supply in order to demonstrate people the benefits (economic, environmental, etc.) of this transportation alternative

Communication tools.

* Posters: The informative space will present a set of posters on the air quality in the city, the impacts on Health and The Environment
* Dissemination leaflet: developers will produce a brochure principally compound of three parts on the air quality problematic, the air quality situation in Vitoria-Gasteiz and the municipal plan against the atmospheric pollution.
* Transport maps and other documents related to public transport
* Questionnaire on current travel behaviour and environmental awareness.
* Travel diary for putting down urban movements and transportation mode
* Other documents.

The free public transport card program:

Case study will organise a free public transport program addressed to people who commit themselves to “test” the public transport and to participate in a questionnaire/survey on their travel behaviours (before/during/after) and on the Information Campaign. The participants should also update a travel diary during the period of the test in which they note all the movements they do and the mode of transport they use.

The participants to the free transport card program will be selected thanks to a first questionnaire on travel behaviour and environmental awareness fulfilled in the informative space. That questionnaire allows selecting participants that do not usually use public transport and avoiding to fund the travels of current public transport users.

The evaluation of the action.

The evaluation a posteriori will be ensured thanks to the persons who will have filled in the first questionnaire and accepted to participate into the free public transport card program. A database will be constituted with the mail and phone details of the participants. General public opinion and the impacts of the information campaign, as well as the results of the public transport test program (diary contents and decided changes in travel behaviours), will be evaluated by performing a phone survey among the participants (or some of them) to the behavioural questionnaire survey. A common questionnaire for the phone survey will be drafted in order to ease the result processing.

b. Carpooling actions program in the facilities of the Vitoria City Hall

Are: household area
Context: City Centre
Target Group: the general public
Action timing: at least 7 days

Description of the communicating action.

This action deals with informing the employees of the City Hall on the advantages of sharing their own vehicles and encouraging them to practice carpooling.

This second action has the same objectives in terms of information awareness than the first one foreseen for the City Center, but furthermore campaign developers will provide the participants with information and outlines on carpooling possibilities. As well the employees will be informed about the measures, apart from carpooling solutions, planned in the framework of the Air Quality Management Plan.

Communication objectives of the action.

Apart from the objective to inform the targeted population on the measures that will carry on by the local administration in the framework of the air quality management plan, this second action will focus specifically on information related to carpooling solution.

In summary, the information delivered to participants will be:

* current air quality situation in Vitoria-Gasteiz
* impacts of transportation on Air Quality and Health
* the measures engaged by the City Hall in the framework of the Air Quality Management Plan, in the whole City and in the concerned area, in order to convince people of the importance of their own engagement in the plan
* Examples and analysis of carpooling solutions to demonstrate people the benefits (economic, environmental, etc.) of this transportation alternative.
* Carpooling opportunity details.

Carpooling program.

The City Hall of Vitoria will organize a carpooling program that will be addressed to its own employees. This initiative will be a pilot action that could be extended to other professional organizations of Vitoria in case of getting positive results.

The case study developers will study the mobility needs and features of each one of the participants, on the base of the information delivered in a questionnaire filled in by the employees interested in the initiative. Therefore, developers will be able to inform each participant on the carpooling possibilities with the colleagues of the same working center.

The City Hall will encourage and reward the participants for their efforts to change their travel behaviors. The case study developers propose the following types of benefits:

* Parking for free in the municipal parking lots. Every building of the City Hall is under the “influence” of one or several municipal car park lots. Developer should analysis the supply and demand of parking that corresponds to each municipal building.
For example, some buildings are located in areas where there are not problems to park car directly in the street. So developers should foreseen an another kind of benefits for the facilities in question.
* Free car park lots in the areas of the working place. City Hall will grant the carpooling program participants with a free parking card that they could use only for the area where is located their working place and for the working time.
* Special fares for cultural activities of the municipality (in collaboration with the Department of Culture).
* Special parking fare for sport, spectacles events in the City.
* Gifts: to de defined.

The benefits mentioned will have in all the cases (except gifts) a limited temporal duration.

Communication tools.

* Dissemination leaflet
* Documents related to Air Quality Management Plan
* Documents related to carpooling advantages and individual study of carpooling opportunities and needs.
* General outlines about carpooling practices: legal, organizational and economical advises.
* Questionnaire on current travel and parking behaviour.
* Travel diary for putting down urban movements and transportation mode

Methodology.

Case study developers will contact the targeted population of the local administration with the help of the Telematics Department that will put at developer’s disposal the available contact data of the employees (phone, professional address, email, etc.). They will establish different participant groups according to the different buildings so that the benefits policy of each group be defined on the base of the specific parking condition influences.

Developers will send the information material produced for the whole campaign with the questionnaire on the mobility and parking details. This first sending will also incorporate a letter, signed by the City Major (or a Councilor), that would present the campaign and the carpooling initiative.

Once filled in by the participants, the questionnaire should be resent to the developers who could start to carry on the data analysis in order to identify the carpooling possibilities for each one of the participants. Carpooling campaign also foresees to set up a hotline to help participants to fill in the questionnaire or to clarify the doubts that people may have.

The City Hall commits itself to respond to every employee who will have resent the questionnaire. However the second material sending will only be addressed to people who could really participate into the carpooling initiative; this selection will be made on the base of the data analysis of the questionnaire on mobility and personal details. This sending will include the following material:

* Letter that presents the carpooling action.
* Carpooling opportunity details: name, contact details of the other participant(s) who could share a vehicle and/or other costs.
* Travel diary in where the participants should note their mobility details during the action duration. The travel diary will play an important role for the evaluation phase.

After the end of the carpooling action duration, campaign will foresee a 2 weeks period in which participants should forward the travel diary to the case study developers.
However, developers will set up hotline help for a limited period (1 or 2 weeks). As well they will achieve phone interviews with people who will not have delivered the travel diary. These interviews will allow identifying the reasons for which some eventual participants will not have participated to the carpooling initiative.

The TAPESTRY project focuses on 10 satellite villages around the key market towns of Petersfield, Alton and Alresford in the east of the county of Hampshire.

Traditional information and marketing procedures in this area have had limited success in their ability to raise awareness of service provision, to reposition rural bus services as a mode of first rather than last resort, and to increase levels of use. This study hopes to overcome this problem through the use of a new approach to ’selling’ rural bus services, based on an “interactive marketing” approach.

“Interactive Marketing” will be promoted within the villages via the development of “Learning Networks” and “Stakeholder Forums”.

“Learning Networks” will be developed with members of the local community in order to work up campaigns and communicate information about service provision. These marketing campaigns could take many forms, but will be designed to support the requirements of the local communities.

“Stakeholder Forums” will also be established to run alongside the “Learning Networks”. These will be used to assess the viability of suggested campaigns, and to add another perspective to campaign development.
Via this “interactive marketing” campaign it is hoped the TAPESTRY project will increase awareness of the implications of individual transport decisions; change attitudes and perceptions towards transport modes; raise awareness of the availability of passenger transport in rural areas; and increase patronage of existing rural transport services.

* infrastructures and law inforcement
* tourists education and travel behaviour
* public transport services

Solving these issues is constrained by the large number of actors ivolved and the need for high resources. The tourism problems are allready to complex to be solved on short range with simple solutions. One of the solution could be the increase of the usage rate for public transport inducing positive effects on environment and passenger safety, areas aimed to be improved by our projects.

Why a national and local education / information campaigns? Becuase there are many strategies determining the increase of public transport usage by the tourists among which two proved to by appropriate for the operators:

* quality significant increase as a harrd measures category
* change of the travel behaviour and habitts as a soft measure category

The first category of measures is assuming a large finnancial resources allocation, while the second one is less consuming. Also the soft measures are more likely attractive for other possible supporters as travel agencies, environment protection organization, political actors. The sinergy possibilities of the joint promotion and educational campaign for the public transport can easily determining efficient partnerships.

Campaign objective and targets

This campaign mission is to influence the travel behaviour of the tourists toward and within the tourism areas of the Black Seaside and also to increase the tourists awareness on the problem they cause by car usage, assuming the need of action on two levels:

* influencing the potential tourists befor their trip to the Black Seaside, by a national campaign
* influencing the tourists at the Black Seaside by a local focused campaign

The second level duced the choice of the pilot area for this campaign and the most appropriate proved to be Constanta area with is linked resorts, Mamaia, Eforie Nord and Eforie Sud.
The main attibutes of the area are:

* the obvious sesonality of the tourists flow, with an increase of arround 1 mill. Persons between June and September every year (4 months a year)
* insufficient transport infrastructure for the summer season assaulted? by auto-tourists
* large air pollution due to cars, mainly used by tourists.

In this context, off season, at the national level, the target audience is the urban population of the main cities, owning a private car, as potential tourists and the “auto-tourists” located at the Black Seaside during the summer season.

Actions

The partners will have to act in two periods before and within the summer season (june-september)

Pre-season actions are aiming to identify and reach the target audience befor the trip:

* data collection on the target audience – potential tourists
* focus-group organised in the main tourists supplier areas of the country
* partnership with travel agencies
* posters distribution all over the country at the travel agencies and public transport means
* mass-media talks
* web page
* attending the tourism events as fairs, conferences.

During season actions are aiming to reach the target audience during the trip and to change their current travel behaviour at the Black Seaside and for the next year. The action principles are:

* direct contacts and aproach of the new tourists
* new aproach of the old tourists that have been already reach a a promo activity in the previous year

The action will be similar to those on the national level:

* open worshops and focus-groups
* partnerships with the travel agencies
* maps, posters and leaflets distribution
* partnership with local and national mass-media

Action period

The main campaign will last effectively two years aiming to continue the local partnerships actions. It will be preceded by a before-campaign evaluation, it will join a during-seasonal campaign evaluation and it will be followed by an after-campaign evaluation.

Expectations, evaluation

The partners expectations are not only to reach the objectives but also to determine the limits and the barriers of such a communication campaign for the tourists. Also an important result will be developing effective communication techniques together with developing worldwide long-wide evaluation best practices guide. Effectively the evaluation will start befor the campaign will be going with it and will continue after the communication and marketing campaign end. The evaluation of the campaign effects will estimate qualitative and quantitative factors:

* qualitative effects as the change of tourists, media, political factors, travel agencies attitudes and opinionsconcerning public transport
* quantitative effects as change in the public transport revenues, increaseof the number of tourists arrivaing by traing etc.

The data collected should be comparable in time and space (with other test sites) and will aim to influence and modell next pro-public transport campaign.

Pending campaign results

The partners succeded to construct the Web page, to organise a focus group in the main tourists supplier area – Bucharest- and also to distribute nationaly two posters and localy a map and two posters at the travel agencies, hotels, parkings, high way entrance in Constanta region. The first poster image was based on modern rolling stock and was less successfull than the second one based on cartoon.

A new communication tone for public transport. This case study measures the effectiveness of a new campaign to encourage people to use public transport, through messages, leaflets, posters, etc.

In 3 major Austrian cities, we attempt to select schools which are faced with a difficult traffic situation in the schools’ surroundings. Measures will be developed specifically for each school; in this respect it is essential that all the parties involved co-operate on a very personal level.

In the following we would like to present the planed project phases:

* Investigation of the infrastructure in the schools’ surroundings
* Analysis of the teachers’/pupils’ mobility behaviour
* Information meetings for all project participants and development of specific measures in working groups
* Presentation of the measures on the occasion of a school information day (media coverage – local newspapers)
* Implementation and consolidation of the measures
* Evaluation

By integrating the parties involved in all the project phases they will assume a certain degree of responsibility for the measures they themselves helped shaping and thus, both awareness raising and infrastructure measures can be implemented very effectively.

Detailed overview of measures:

* Enforcing walking by establishing walking pools and “school way partnerships” (e.g. older pupils accompanying younger ones)
* Increasing the modal split (share of cyclists) through cycling seminars and training in real traffic situations
* Offering PT-alternatives to teachers/pupils
* Reducing the numbers of cars in the schools’ surroundings through action campaigns and installation of special stops for parents dropping off their children

FGM-AMOR has ample experience with similar projects in Austrian schools, the results of these projects proving the effectiveness of such an approach.

* Komimo ‘Koepel Milieu en Mobiliteit’ and is a consortium of 6 Flemish environmental and mobility organisations:
* Bond Beter Leefmilieu (League for a better environment) the federation of 120 nature and environment organisations in Flanders.
* Bond van Trein-, Tram- en Busgebruikers (League of train, tram and bus passengers).
* Fietsersbond (Cyclists League)
* Langzaam Verkeer (Slow traffic), a non-profit research centre for mobility management.
* The Voetgangersbeweging (Pedestrian movement)
* Taxistop, a non profit organisation offering services dealing with “different mobility” (carpooling, carsharing, …)

What?

Since 1996 Komimo and the 6 Komimo member-organisations organise annually two large-scale awareness campaigns promoting sustainable mobility in the Flemish Region. During the Week of the Soft Road User (May) soft transportmodes (walking and cycling) are promoted, whereas during the Public Transport Week (September), the focus is more on public transport modes and other forms of collective transport.

Why?

The main message of the campaigns is that every actor is responsible for a more sustainable mobility: the authorities at different policy levels, enterprises, schools, the civil society and the individuals. The campaigns want to raise the sense of responsibility among the different actors by informing them about the alternatives for the car.

How?

Komimo works together with:

* the Flemish Authority subsidises the campaign to a large extent and provides logistical support. Moreover, the campaigns fit in the Flemish policy which was set out in the ‘Strategic Plan Accessible Flanders’ of the Flemish Government.
* the federal authority;
* provincial and local authorities;
* public transport companies;
* civil society organisations.

Four types of activities are implemented during the campaigns:

* Activities for the general public
* Activities aimed at specific target-groups
* Social debate
* Communication campaign

1) General public

A number of activities are organised during both Weeks aimed at raising the awareness and the knowledge about mobility issues among the general public.

* Bicycle and pedestrian demonstrations
* European Car Free Day
* Train- Tram- Busday
* etc.

2) Specific targetgroups

During both weeks targeted actions are implemented concerning home-work, home-school, home-shop and recreational traffic in order to increase the sense of responsibility of the different actors (companies, schools, services, shopkeepers,…)

* Home-work: Sustainable Mobility Weeks in companies
* Home-school: Car Free Schoolweeks
* etc.

3) Social debate

At least one roundtable or seminar is organised during both weeks, targeted at policymakers within the different policy-levels (federal, regional, provincial and local), in public transport companies and in the civil society organisations (unions, employers organisations, …). The goal is to stimulate social debate and to elaborate new concepts and proposals on integrated policies for a more sustainable mobility among the decisionmakers on all relevant policy levels.

4) Communication campaign

The campaigns are communicated to the general public through a campaign newspaper, newsletters, posters, a website and tv-commercials.

In Geel Holven 3 elementary schools work togetheter on a green school travel plan. In order to create awareness of the problems at the schoolgates they are working on a photograph exhibition (maybe it will become interactive by computer-use) as one part of the actionplan.

It are parents themselves who shot this pictures and in this way are working towards more accecting responsibility (in parking and driving/ not driving car) and changed behaviour by other parents.