Abstract
An examination of the evidence from twenty case studies of behavioural change projects identifies common and specific elements which led to their success. Using evidence from a recent EU project, the paper discusses the design of travel behaviour change campaigns, with specific reference to the theoretical underpinnings and practical approaches of social marketing. Important design elements include clear measureable aims, a combination of communications and face-to-face marketing approaches and formative research to build a holistic picture of the target audience and identify potential barriers to behavioural change. The varying nature of campaigns reflects a need to improve and synchronise evaluation, with particular focus on the actual design of the campaign.
Original language | English |
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Pages (from-to) | 19-29 |
Number of pages | 11 |
Journal | Transport Policy |
Volume | 24 |
Early online date | 21 Aug 2012 |
DOIs | |
Publication status | Published - Nov 2012 |
Externally published | Yes |
Keywords
- Travel awareness
- Behavioural change
- Social marketing
- Campaign design
- Modal shift
ASJC Scopus subject areas
- General Business,Management and Accounting
- General Energy
- General Psychology