What are the ingredients of successful travel behavioural change campaigns?

Research output: Contribution to journalArticlepeer-review

24 Citations (Scopus)


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 languageEnglish
Pages (from-to)19-29
Number of pages11
JournalTransport Policy
Early online date21 Aug 2012
Publication statusPublished - Nov 2012
Externally publishedYes


  • Travel awareness
  • Behavioural change
  • Social marketing
  • Campaign design
  • Modal shift

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Energy(all)
  • Psychology(all)


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