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Mobility and Transport

3.1 Cycle information and awareness raising

Overview

Provision of cycle information and awareness raising can include a wide variety of activities aimed at encouraging individuals to cycle/change their travel behaviour through raising awareness about the bicycle as a mode of transport and/or leisure activity and its potential benefits.

Considerations for applicability

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Level of cycling

The level of cycling within a city may indicate to what extent and what kind of information and awareness campaigns are required, e.g. where there is a particularly low level of cycling, simple measures could be focused on.

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Urban layout/topography

The topography of a city can be used as a theme/motivation for an information and communication campaign.

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Population

Depending on the focus of the campaign/information provision, whether a city is a tourist destination may be an important consideration (e.g. targeted information campaigns). Local demographics are also likely to be important when targeting specific groups., e.g. children the elderly etc.

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Finance Resources

Depending on the extent of or the approach taken to the provision of information or awareness campaigns, the budget is likely to vary considerably. Considerations will include the length of the campaign (time), materials/media used (leaflets, posters, advertisements, events, personalised travel planning etc), and effort (see Time and Human Resources).

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Time & Human Resources

Depending on the extent of or the approach taken to the provision of information or awareness campaigns, the time and human resources required to implement is likely to vary considerably. More personalised approaches are likely to require greater human resources inputs.

Measure Impact Highlight

Public transport, bus and cyclist

Modal Share

One of the main impacts of information and awareness campaigns can be on influencing the uptake of cycling, and therefore cycling modal share. Depending on the aim of the campaign, this may not be the key objective (e.g. campaigns aimed at improving health and fitness), but may result in a shift to cycling use.

Note: An overview of the direct and indirect impacts resulting from correctly implemented cycling measures is available in http://ec.europa.eu/transport/node/6167{Challenges that cities face and how cycling can address them as Link}

In-depth measure analysis, case studies and further guidance

[collapsed title=Detailed description of the measure]

Key features

Provision of information and awareness raising related to cycling can come in many varied forms. Cities should select their approach depending on their aims and objectives (see ‘function and objectives’). Examples of information and awareness raising campaigns include the following:

  • Broad promotional campaigns: Typically aimed at the general public with the aim of encouraging those who do not currently cycle to cycle, and to increase the profile and positive image of cycling more generally. Where cycling is established within a city, campaigns may be used to reinforce existing cycling culture, whilst trying to encourage people who do not cycle to take part. In cities with a low level of cycling, campaigns are likely to be used to try to change travel behaviour on a smaller scale towards cycling (mode shift).
  • Targeted cycling campaigns: Campaigns may be aimed at ‘schools’ or ‘workplaces’. These campaigns work closely with the organisations involved and aim to identify and help overcome barriers to cycling linked to a particular type of trip or group of people, usually involving specific education campaigns. They often work through motivating others (e.g. within schools or workplaces), use of incentives or through creating competition between those being targeted. Campaigns can also be targeted at specific population groups, such as children, students or the elderly. Targeted campaigns may also include ‘personalised travel planning’ (PTP) initiatives, which, depending on the target audience and objectives, can consist of completion of travel diaries and provision of tailored travel information and incentives (e.g. bicycle or bicycle equipment provision, vouchers/rewards).
  • Mixed mode campaigns: These campaigns cover both of the options above but aim to encourage a modal shift from motorised individual transport to a combination of sustainable modes (e.g. public transport, cycling and walking). These campaigns make use of offering different solutions to the targeted audience to increase the likeliness of a modal shift. Well known examples include European Mobility Week aimed at the general public, and the traffic snake game (TSG) targeting school pupils and their families.

Function and objectives

The main aim of cycling information and awareness raising campaigns often tends to be to achieve travel behaviour change resulting in a modal shift to cycling for some or all trips. A particular type of trip (e.g. school, work, etc.) or a specific group (e.g. children, teenagers, women, elderly etc.) may be targeted. Primarily they are likely to be concerned with raising awareness about cycling itself, to potentially encourage uptake. To do this, they can be used to promote the benefits of cycling, including the time saved over short distances, potential money savings, improved local environment (including air quality, noise), improved health and fitness, improvement in skills required when cycling in traffic and increased road traffic safety and/or improved social or quality of life aspects. However, an increase in cycling may also be achieved as a secondary impact of information and awareness campaigns with alternative aims and objectives, such as health and fitness initiatives, or those targeted specifically at improving the local environment such as reducing air pollution, noise emissions or improving quality of public space. It is also common for information and awareness campaigns to promote safe cycling and the safety of people who cycle, aimed at both those cycling and users of other transport modes,

Complementary measures

It is of advantage to have supporting cycling infrastructure in place in order for citizens to maximise the use of cycling within a city. Information and awareness campaigns can then be used to encourage its use and uptake. However, information and awareness campaigns can have success in isolation (without the implementation of complementary measures), for example, through focussing on safe cycling routes to increase the number of people cycling and other road users’ awareness of them, resulting in increased road safety and general conditions for bicycles and their users.

Information and awareness campaigns have links with many other cycling measures and can act as a tool to promote and raise awareness of their existence and use amongst potential and existing users. There are obviously strong links with other promotional measures such as http://ec.europa.eu/transport/node/6215{Cycle Events as Link}, http://ec.europa.eu/transport/node/6213{Cycle Maps as Link}, http://ec.europa.eu/transport/node/6211{Cycle Training as Link} and http://ec.europa.eu/transport/node/6212{Signage and Wayfinding as Link},raising awareness about appropriate anti-theft measures, including the best way to secure bicycles and should be carried out within the framework of other cycling-related measures, such as recent improvements to cycling infrastructure.

However, there may also be links with monitoring and evaluation in the form of bicycle barometers (bike counters) which can show the number of cyclists in a day and/or year whilst acting as a promotional tool raising awareness of cycling within a city (see http://ec.europa.eu/transport/node/6223{Data Collection, Evaluation, Documentation and Communication as Link}). Other cycling measures may also act as promotional tools where they increase the visibility of cycling or associated infrastructure within a city, such as bike sharing and rental schemes.

Information and awareness campaigns can also assist where ‘push’ measures have been implemented, including restrictions on motorised transport (pedestrianised area, reduced availability of parking for cars or increases in parking charges etc. – see http://ec.europa.eu/transport/node/6210{Traffic Restrictions and Charges as Link}) – along with provision of or improvements to cycling facilities, information and awareness campaigns can ensure that citizens are informed of their cycling options.

Performance

Surveys of local citizens or a sample of the target audience of information and awareness campaigns will provide data on performance, including people's awareness of cycling, how they perceive it and/or whether they cycle themselves. If there are other objectives (e.g. safety, environment, health etc.) then there will be alternative data that could be collected to inform cities of the performance of the information and awareness campaigns used.

As information and awareness campaigns are tailored to a city’s need, their performance and success is likely to vary greatly. In most cases, increased awareness and propensity to cycle may be achieved.

Evaluations of personalised travel planning (PTP) have been undertaken in many areas. PTP-Cycle project (2013-16) resulted in an 8% increase in cycling mode share and a 5% decrease in car use. Additional benefits realised as a result of a decrease in car use included a reduction in fuel consumption, concentration of CO2 and traffic noise. There were also health benefits realised, with a reduction in absenteeism – on average the number of sick days taken from work decreased by 2.2 days per year.

Parameters of success or failure

When planning information or awareness campaigns, it is important for a city to know and understand their target audience, which will influence the messages, images or tools that should be used.

Political and other stakeholder support is required in order to ensure that the messages of information and awareness campaigns are supported.

For cities in the early stages of cycling development, the implementation of quality cycling infrastructure will be beneficial in addition to information and awareness campaigns in order to maximise impacts on cycling. However, information and awareness campaigns can be successful when implemented without complementary measures, promoting cycle safety, cycling to work etc. When new cycling infrastructure is implemented, information and awareness campaigns can be used to promote their use.

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[collapsed title=Case studies]

[collapsed title=Cycling May Campaign (Gdansk, Poland)]

  • Location: Baltics, Eastern, Central
  • Population: Medium urban area (464,000)
  • Cycling Modal Share: Climber (6%)

Gdansk’s Cycling May Campaign focusses on encouraging children, parents and teachers to arrive at school by bicycle (or push scooter/skates) rather than by private car during the month of May. Rivalry between classes/schools and small rewards offered to those arriving by bicycle encourages participation. All schools in Gdansk took part in 2017.

In terms of the costs involved in the campaign, one person from the local authority (March to June) was required to administer the campaign. There were also coordinators from each of the schools involved. In Gdansk, the top school received a prize of €7500, with the second placed school receiving €5,000. Children recording the highest number of trips were also awarded prizes including bicycle pedometers, t-shirts and reflective bands. An Information Communication Technology (ICT) support system was implemented that supports the campaign on a national, city and school level, which cost around €40,000 to set up with maintenance costs of €5,350 annual maintenance costs. It is estimated that the campaign cost approximately €3 per child (but this will vary depending on rewards offered).

In terms of performance, every trip by bicycle to school is recorded in May, including using skates or scooter. The (live) data is published on www.rowerowymaj.eu website. The Cycling May campaign achieved 57% of school trips by bicycle in Gdansk (from 14%), and 40% nationally. Cycling activity in May increased from 23% to 84% between 2014 to 2017.

In addition to having a positive effect on trips made by children participating in the campaign, it has also had a positive effect on adults, many of whom accompany their children to school and then continue on by cycle to work. Although data was not collected beyond the campaign period, schools reported that many children continued to travel to school by bicycle. No accidents were recorded by participants last year in May in Gdansk. This seems to support the notion that there is safety in numbers, as more children and adults on bicycles in traffic have a positive impact on driver awareness.

Schools also reported less heavy traffic in morning rush hours, therefore having a positive impact on traffic congestion. The implementation of the campaign also included a number of additional safety measures such as an educational training programme on cycling in real traffic for schoolchildren and improvement of schools and kindergartens bike parking standards. No data was collected on air quality impact but fewer cars would obviously mean a reduction in emissions and improvement of air quality. Health benefits can also be inferred from increased physical activity. The campaign has had a massive effect on increasing the popularity of cycling among school children and their caretakers.

Public opinion has been positive as the measure is good for children’s health and air quality. The only negative comment was that there were concerns that not every child has a bicycle and may feel excluded from the process.

The city cycling infrastructure is a factor of its success, as every primary and secondary school in Gdansk has good cycle parking facilities available on site. There has also been an emphasis on safety, with an objective to try to make the environment around every school as safe as possible for cycling and walking, with a study planned in Gdansk to assess the environment around every school. Local climate is also considered to be an important factor in the success of campaigns, as this can be a serious barrier for cycling. However, even when cold weather returned to Gdansk in mid-May in 2017, there was no significant drop in the number of cycling trips recorded.

Campaigns such as the cycling May campaign are clear and easily transferable to other cities. The Cycling May Campaign has now been licensed to other Polish cities (up to now for free). The 2018 edition saw 30 cities, 548 schools and kindergartens and 189,960 potential participants take part. The system is multilingual (Polish and English) but an English version is currently in the beta stage.

It is important to have political and organisational willingness to take part. Additionally, not all schools took part due to safety concerns and not all children have bikes. Data collected shows an increase in popularity and growing bike use.

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[collapsed title=Cycling awareness campaigns (Bolzano, Italy)]

  • Location: Southern, Mediterranean
  • Population: Medium urban area (106,951)
  • Cycling Modal Share: Champion (28%)

Context

The city of Bolzano has placed strong emphasis on communication, information and marketing services, in order to increase cycling uptake and encourage behavioural change. Bolzano has developed educational activities, which are designed to inspire children to engage in safe cycling, as well as aiming to result in a positive change in cycling culture. Recent initiatives in Bolzano include:

  • Design of a brand for bicycle mobility, through an immediately recognisable logo;
  • Creation of a pocket map of cycling routes (in Z-card technology);
  • Development of a detailed information system, which highlights primary cycle routes in different colours and reports the main points of interest;
  • Delivery of marketing campaigns, which involve the use of billboards, promotional messaging on buses and postcards, as well as features in various commercials;
  • Hosting bicycle events (e.g. Bolzanoinbici, Bicicaffè etc.); supporting activities for bicycle use (e.g. mobile workshops);
  • Bicycle Barometer.

​All promotional activities in the city are linked by the aforementioned bicycle mobility logo, ‘Bici Bolzano / Fahrrad Bozen’. The logo represents a stylised bicycle, with the letters 'bz' (identifying Bolzano) used to form the frame, handlebar and saddle. The logo is present at all infrastructural measures and cycling activities in the city, making the service recognisable. The logo is used to highlight opportunities to engage with cycling, through labelling bicycle rental service points, planimetric maps, posters, media events and merchandise (t-shirts, key rings, wind jackets, etc.). Promotional and awareness-raising activities are also supported through the use of Bolzano’s mascot for cycling, Max the marmot.

Although it is challenging to estimate the resources needed to deliver individual cycling measures, an indication of the resources required to design and implement all cycling activities in Bolzano can be generated. The municipality of Bolzano employs three full-time technicians to work on cycling activities (a Director, a Network/planning Expert and a Sustainable Mobility Expert). During EU-level projects, Bolzano receives additional resource and often works alongside other organisations to design and implement cycling projects.

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“Max” - Bolzano’s cycling mascot

Performance

The performance of individual cycling measures has not been assessed; however, it is possible to indicate the impact of all cycling measures in aggregate terms. Between 2001 and 2017, the cycling modal share in Bolzano has increased from 17% to 26%. The increase in cycling uptake can be attributed to the implementation of several cycling measures across the city, with the network of cycling lanes proving particularly impactful. In addition, measures aimed at other transport modes (e.g. parking policies) have also contributed to the shift.

Over the last few years, the frequency of cycling accidents has remained relatively constant, at around 200 per year. Although the frequency of cycling accidents has not varied much over time, the number of cyclists has significantly increased. Therefore, the share of cyclists involved in accidents has decreased. There may also be some air quality improvements attributed to cycling; however, it is difficult to determine whether cycling uptake is the cause of air quality improvements.

The municipality website allows residents to submit their views regarding cycling infrastructure and other measures. Overall, public opinion regarding cycling measures is positive. However, some complaints have been received in reference to the replacement of parking spaces or traditional infrastructure for motorised vehicles with cycling infrastructure.

The new signage system has presented cycling as sharing the same importance as other transport modes, shifting behavioural change through placing greater value in the cycling mobility system.

In Bolzano’s experience, it has been extremely important to invest in cycling infrastructure, as well as restricting motorised vehicle use (through implementing parking policies/converting parking spaces to cycling paths etc.) and undertaking marketing and communication activities to influence travel behaviour. Therefore, the key learning from this case study is the combination of cycling measures and promotional activities to encourage behavioural change away from motorised vehicles and towards cycling, which resulted in a significant increase in cycling modal share.

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[collapsed title=Mein Plan B (Bregenz, Austria)]

  • Location: North, North West
  • Population: Small urban area (29,562)
  • Cycling Modal Share: Champion (20%)

Context

Mein Plan B is a cooperation network of six municipalities, aiming to promote sustainable urban mobility. The municipalities involved are Bregenz, Lauterach, Wolfurt, Kennelbach and Schwarzach, jointly covering 65,000 inhabitants (almost half of which reside in Bregenz). The cooperation is supported by the Province of Vorarlberg. Bregenz has been a member of the group for around 10 years.

The work of Mein Plan B focuses on connecting mobility with other policy areas, such as health, traffic safety and local amenities. These policies are then combined with regional mobility management approaches. Target groups include kindergartens, schools, companies and individuals partaking in leisure activities.

Until 2014, cycling was the primary focus of Mein Plan B, although it now includes all forms of sustainable mobility. Between 2008 and 2012, the programme gained €4 million worth of investments for implementing soft cycling measures, as well as to fund the co-operation and coordination of infrastructure network conditions. Key measures include:

  • Cycling map of the Plan B region
  • Recent information on cycling development
  • Cycling equipment promotion (e.g. trolleys)
  • Mobile bicycle parking facilities
  • Bicycle markets, bicycle competitions and further promotional activities
  • Cycling navigation APP and online cycling routing software
  • Incentives, such as bicycles for targeted user behaviour (e.g. cycling in winter)

Mein Plan B created a network of key stakeholders, including: municipal representatives, transport companies, chambers of commerce, schools, kindergartens and companies. Cooperation between municipalities enables discussion of key issues of interest and implementation of measures in response to these issues (For more information, visit this link).

The six municipalities agreed to share the costs of the programme, with additional co-funding provided by the Province of Vorarlberg. The costs of the projects varied greatly, as did the resourcing required.

Performance

In terms of the performance of measures, many aspects were not officially evaluated. However, it is estimated that the promotion of cycling is likely to have had a positive impact on cycling modal share, safety, air quality and environment. The activities have raised the profile of cycling, as well as motivating the local population to cycle. These activities included the creation of role-models and involved more than 3,000 children and over 40 companies (thousands of employees). The collaboration of six municipalities also highlights the will for local government to cooperate on matters of sustainable mobility.

To ensure that the measure is transferable, mutual trust and a well-structured level of cooperation among the municipalities is required. Non-municipal agencies assisted in this matter.

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[collapsed title=Promotional and educational (Malmö, Sweden)]

  • Location: North/North West
  • Population: Medium urban area (333,633)
  • Cycling Modal Share: Champion (22%)

Context

In addition to the implementation of a cycling network extending over 500 km and a bicycle sharing scheme, Malmö implemented a number of 'soft' promotional measures, aiming to motivate citizens to cycle. The measures included the following:

  • Cycling without age: Cycling without age is a social project, encouraging volunteers to cooperate with retirement homes, to take elderly residents on bicycle trips using adapted cargo bikes (rickshaws). The trips include routes to the city centre, parks and the coast, enabling senior citizens to enjoy seeing the city from bicycles and "get the wind in their hair". This idea originated from Danish cycling culture, which focuses on providing the right for everybody to cycle. View this TED talk from the Danish originators to learn more about the project.
  • Bicycle kitchen: "Cykelköket" is open to everyone and is a self-service station providing tools and support, so that individuals can service and repair their bicycles en route. The Bicycle kitchen also collects bicycle parts that are no longer required, offering these to individuals requiring the respective part. Occasionally, courses are also available for bicycle repair. In addition, the services are available at different locations when the Bicycle Kitchen is on tour.
  • E-bike and cargo bike testing: The "Cykelbiblioteket" pilot project allows individuals to test e-bikes and cargo bikes for a period of 12 days for a fee of SEK 100 (€ 9,8). The project is run by the Bicycle Kitchen, with support from Trafikverket, the Swedish Transport Administration.
  • Cycling training for adults: Malmö organises and runs cycling training classes, targeting adults who want to learn how to cycle. In 2017, 12 classes were hosted, involving more than 200 participants.
  • Safari park: "Cykelsafari" provides a space for children to learn and improve their cycling skills. It allows children to experience the use of different types of bicycle, partaking in a range of engaging applications for cycling.
  • Traffic safe schools: The City of Malmö hosts a website with key information, teaching materials, school trip routes, an engaging traffic game and the details of the "walk and cycle to school” campaign.
  • Cycling book 2016: The cycling book is a publication which includes key achievements, plans, statistics and public opinion reports. The book offers a concise summary of current activities and plans for how cycling is developing.

Performance

Although there has been no direct impact assessment of the cycling measures on modal share, estimates suggest that the volume of individuals cycling has increased. The motivational offers and training elements are viewed as complementary actions, which support the infrastructural cycling measures. In addition, measures directly relating to safety training are seen to increase or maintain road safety. In terms of public opinion, the 2016 cycling book states that 9 out of 10 individuals view Malmö as a cycling city, suggesting that measures have been successful in driving behavioural change. The key factors contributing to the success of the measure were the aim to further develop Malmö as a cycling city and the complementary communication and engagement strategies to develop a positive cycling culture.

All of the measures described are considered to be transferable; however, in some cases, such as the safari park, sufficient public space and investment is required. In addition, the positive cycling culture in Malmö also enabled some of the measures to be implemented with minimal opposition. Willing volunteers were also a useful resource for some of the actions, which could be seen as a challenge for other cities. Therefore, although there were some obstacles, these were not substantial enough to block the development of measures. The key achievements of the measures were to raise the profile of cycling and enhance cycling proficiency in the city, by offering effective training.

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[collapsed title=Awareness raising measures (La Rochelle, France)]

  • Location: North, North West
  • Population: Medium urban area (167,675)
  • Cycling Modal Share: Climber (10%)

Context

Both the town of La Rochelle and the wider urban community are implementing various measures to increase the awareness of cycling in the town and wider agglomeration. La Rochelle Ville has implemented two projects: the Children's Street and łEngage' posters. Additionally, a local association, with the support of the urban community, has initiated guided bike rides.

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Credit: Frédéric Le Lan / CdA La Rochelle

The aim of the Children's Street project was to encourage cycling as a mode of transport amongst school children and their parents. The Pierre Loti School is situated near a park in a small, socially-diverse district in La Rochelle. Parents have been reluctant to let their children walk or cycle to school, as a result of the high volumes of traffic along the road leading up to the school. The municipality worked with school teachers and parents to close the road in front of the school for one day in early summer 2016. Children were encouraged to travel to school by bicycle and on foot and were escorted by adults to develop their confidence using these modes of travel. The project involved a bicycle training area, a workshop on bicycle safety and the opportunity to learn how to repair a bicycle. Parents were offered the opportunity to test-ride cargo bicycles. The 'Children's Street' project was replicated in 2017, followed by a three-day event in April 2018. The events were run by teachers and parents, rather than the municipality. Local politicians, teachers and parents are now considering how to include learning about cycling in the school curriculum. The policy is also relatively inexpensive, costing around €500 to organise.

The aim of the ‘Engage’ campaign was to increase the visibility of the street in the wider city and to attract more people to the local shops, restaurants and bars. Shop owners, students and city employees were all encouraged to use the 'Engage' poster tool to design their own posters. Exhibitions around the city displayed the posters, aiming to highlight the benefits of cycling to a host of inhabitants. City employees benefited from free cycle repairs, as a result of their involvement.

The aim of the guided cycle rides, 'Balades Vélo', was to enable people to discover easy and safe cycle routes within the urban community with the help of the Géovélo tool. The focus was on highlighting the ease of access to the city centre by bicycle for people living in the inner ring of the urban community (i.e. those municipalities closest to Ville de La Rochelle). The rides were proposed by the Vive le Vélo association and originally involved travel from the centre of La Rochelle to the surrounding communes as part of European Mobility Week. Following a lack of participation in 2016, the association held meetings with locally-elected representatives to bring change to the 2017 event. Guided rides started in the communes and finished in the centre of La Rochelle, where nearly 100 participants were welcomed by a celebratory concert. The active participation of some locally-elected representatives in the Balade contributed to the success of the 2017 edition. The 2018 edition aims to attract individuals through providing additional information on the fauna and flora along the route and the history of surrounding villages. The event coordination, dissemination and promotion was undertaken by the urban community and municipality. The active participation of local associations helped to keep the budget relatively low.

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Performance

The Children’s Street project facilitated engagement with the wider community, including a nearby retirement home, and created the demand for the creation of community facilities in the neighbourhood, including a playground and shared urban gardens within the park. The school also installed bicycle parking facilities and local bicycle shops reported increased bicycle sales. The local visually-impaired community also displayed engagement with cycling, requesting for the inclusion of a ‘bicycle day’ in the week dedicated to celebrating impaired communities. Other schools in the municipality have since shown interest in holding similar events.

One of the main positive impacts of the 'Engage' poster campaign was that local shop owners no longer believed that "no cars means no business". The local shop owners' association is now discussing how to promote cycling and walking to their potential customers, in order to differentiate themselves from the larger stores outside the city. There is also an increase in the use of cargo-bikes in the area, both by shoppers who have realised that these can be faster than cars, and by shop owners. In the course of the trial, local shops, including bicycle shops, reported increased income, by as much as 25% in some cases.

Both the Children's Street and the 'Engage' posters have been recognised as good practice by the Bilateral Alliance initiative, which brings together five cities from Sweden and five from France, including La Rochelle, to share cycling good practice. There has been no assessment of the impact of the Balades to date, although an assessment of the 2018 edition will occur.

Key parameters of success or failure

An important factor behind the success of both the Children's Street and the ’Engage' posters is that the projects were developed by talking to teachers, parents and local shop owners. The collective design by local stakeholders enabled people to feel involved and considered from the beginning of the process. The process started by engaging with teachers over lunch, followed by seeking out other organisations and businesses in the city that may have an interest in the initiative.

Additionally, both the Children’s Street and ‘Engage’ poster projects involved letting people experiment with cycling, particularly with cargo-bikes. After some individuals engaged with these, their popularity increased through word-of-mouth. Once the teachers, parents and other interested parties were on board, the Children's Street was relatively easy to implement.

An important factor in the success of the Balades Vélo', particularly in the second year, was the mobilisation of locally-elected representatives and local associations. An effort was made to actively engage local municipalities, creating local role models that acted as figureheads for the event. It is also important to make efficient use of local media, to ensure the event is communicated widely. Press releases were sent to the local papers and articles were released in the urban community's municipal magazine, as well as on the ground engagement and letter writing to alert locals about the upcoming event.

Transferability

Both the Children's Street and the ‘Engage' posters are easily transferable, low in cost and relatively easy to implement. Applying a bottom-up approach is key, and requires more stakeholder engagement than top-down approaches, but ensures that local opinions are valued. The same concept applies to the 'Balades Vélo', which is also relatively low in cost and easy to implement. It is important to find appropriate media and a means of easily promoting events to a large number of people. Local knowledge is also key to ensuring successful transferability (i.e. having someone in the local area to offer advice on appropriate cycle routes).

Key insights and lessons learned

Initially, there was a lack of focus on promoting the Children’s Street, as the organisers were focused on delivering the initiative rather than ensuring wide participation was achieved. Subsequently, the initiatives have received publicity in local newspapers and on television, but a more proactive approach, engaging local press and photographers, would have been preferable. A handbook might be created, presenting the different solutions used by different schools, to ensure that key elements, such as the use of local press, are not underutilised. For the 'Balades Vélo', a key lesson was to engage both municipalities and local stakeholders in the development of the event, to ensure a combined effort addresses the needs of locals.

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[collapsed title=Key guidance, further reading and references]

PRESTO (2010) PRESTO Cycling Policy Guide: Promotion of cycling, Intelligent Energy Europe

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English
(3.62 MB - PDF)
Download

PRESTO (2014) Promotion Fact Sheet on Broad Promotional Campaigns

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English
(164.01 KB - PDF)
Download

PRESTO (2014) Promotion Fact Sheet on Safe Cycling Campaigns

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English
(149.49 KB - PDF)
Download

PRESTO (2014) Promotion Fact Sheet on Bicycle Barometers

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English
(197.69 KB - PDF)
Download

PRESTO (2014) Promotion Fact Sheet on Targeted Cycling Campaigns

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English
(173.27 KB - PDF)
Download

Deffner, Jutta; Hefter, Tomas; Rudolph, Christian; Ziel, Torben Eds. (2012): Handbook on cycling inclusive planning and promotion. Capacity development material for the multiplier training within the mobile2020 project.

m2020_handbook_en.pdf
English
(32.57 MB - PDF)
Download

[see Part IV]

PTP-CYCLE - Personalised Travel Planning for Cycling: ptpcycle-europe.eu/

CHAMP (2014) Cycling Heroes Advancing sustainable Mobility Practice: CHAMP Catalogue

champ_catalogue
English
(3.82 MB - PDF)
Download

CARMA – Cycling Awareness Raising and Marketing (EU Project)

SWITCH - Encouraging a SWITCH from car-based to active mobility using personalised information and communication technology approaches (toolbox): www.switchtravel.eu/

Collection of Cycling Concepts (2012) Cycling Embassy of Denmark

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English
(14.46 MB - PDF)
Download

[see Chapter 5]

Travelwest (A travel marketing toolkit for universities and colleges)

universities-marketing-campaign-toolkit-process-and-resources
English
(3.89 MB - PDF)
Download
evaluating_impact_cycle_measures
English
(745.05 KB - PDF)
Download

Smith, N (2016) Basic guidance on the setup and delivery of PTP in residential, workplace or university setting – For project managers.

ptp-cycle-planning-guide
English
(786.27 KB - PDF)
Download

O’Dolan, C., Stewart, K., Tricker, R. (2014) Evaluating the Impact of Innovative Cycling Measures in EU cycling Cities.

evaluating_impact_cycle_measures
English
(745.05 KB - PDF)
Download

Cairns, S., Sloman, L., Newson, C., Anable, J., Kirkbride, A. and Godwin, P (2004) Travel Awareness Campaigns, in Smarter Choices – Changing the way we travel.

smarter_choices_changing_the_way_we_travel_chapter7
English
(288.19 KB - PDF)
Download

Difu (2010) Cycling Expertise: Campaigning for Public Awareness on cycling

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English
(1.2 MB - PDF)
Download

CERTU (2007) Guidelines for cycle facilities in urban areas, Ministry of Infrastructure, Transport and Housing (France).

certu_french_cycle_facility_guidelines
English
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Transport Learning (2012) Reader to the training module “Design and implementation of sustainable mobility campaigns”

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