Smarter Travel Sutton Lee Parker 15 th September 2010
Project Scope Three-year pilot social marketing project. Launched in Sept 2006, delivery commenced in April 2007. Delivered in partnership and funded by Transport for London (TfL). Budget of 5 million. Aims have been to reduce the barriers to sustainable travel and promote greater and more positive awareness of travel options among target audiences.
Strategic Context Sutton Council has adopted a commitment to achieving One Planet Living by 2025 Sustainable transport is a key strand of One Planet Living in Sutton Set an objective to reduce resource consumption per head to a level consistent with a fair global share of the Earth s available resources (equates to 65% reduction in Sutton s carbon footprint) Health and sustainable transport is an emerging policy area. Sutton and Merton PCT recognised the need to address inactive lifestyles through sustainable transport initiatives such as the Active Steps programme.
Smarter Travel Context Smarter Travel: Techniques based around persuasion and the provision of information, supported by small-scale infrastructure schemes, designed to encourage greater use of sustainable travel modes. Smarter Travel Sutton was London s first Sustainable Travel Town programme and is the largest of its kind in the world. It followed the launch of the Department for Transport s (DfT) three similar Travel Towns programmes in Worcester, Peterborough and Darlington. Smarter Travel Richmond was launched in March 2009 becoming London s second Sustainable Travel Town.
Objectives Primary Encourage Sutton residents to switch to cycling, walking or public transport for some of their trips (reduce car travel by residents by at least 5% points) Reduce congestion across Sutton Secondary Contribute to reducing CO2 and reducing impact of climate change Improve health and wellbeing Promote affordable and accessible forms of transport Support local town centres
Key Messages Background Swap your car for... [shoes, a lift, bus, bike] once a week.uk
Partnerships
Monitoring Framework Traffic & cycling data 14 automated traffic counters 11 automated cycle counters Bus Patronage Data Weekly patronage data from 4 key routes covering the borough Attitudinal Research & Self Reported Behaviour 2,000 telephone interviews (1,500 in Sutton & 500 in Croydon) annually in September Each data set has been compared to a control area in the London borough of Croydon.
Interventions
Personalised Travel Background Planning All 76000 households targeted, between April and September 2007 66% participated Walking maps, cycle info, bus routes & timetables.uk
Workplace Travel Planning 2 x Travel Plan Co-ordinators (1 full time & 1 part time) working with 105 businesses to develop and implement workplace travel plans covering 16,000 employees Business Travel Plan networks Chair of the Chamber of Commerce was instrumental in securing the support of a large number of small employers.
School Travel Planning 2 x Travel Plan Advisors working with 68 schools to develop and implement travel plans High level of support from LBS Education Department Partnership agreements used to secure schools into travel planning process Local celebrity Helen Young travel plan ambassador for schools
Travel Awareness Background Events Move It At The Manor In Town Without My Car Environmental Fair File The Miles & Sutton Active Challenge Smarter Travel Sutton Roadshow Walk to Work Day Bike Week Advertising High Street Banners Buses and Bus Stops Football Clubs Branded Merchandise Sutton Guardian and Radio Jackie.uk
Advertising
Direct Marketing Background.uk
Web pages Background.uk
Other Initiatives Background Examples include: Car clubs Free cycle training for everyone Cycle delivery service Local walking maps Walk/cycle rewards for local shopping centres Travel information points mobile roadshow Cycle parking..uk
All Sutton residents over 18 years of age -Physically inactive -Aged 35 to 64 years of age Active Steps 12 week programme of support. Signposted by health professionals (plus opportunistic) -GPs, PNs, smoking cessation, diabetic retinal screening & community pharmacists. White coat effect. Face to face 30 minute intervention -Look at barriers & facilitators to be active -Set personal goals -Provide resources and incentives
Active Steps Results Over 1000 people have taken part in the Active Steps Programme 97% of service users report being more physically active 85% feel generally healthier 60% report a permanent change to the way they travel 55% report an improvement in mental wellbeing 46% have lost weight
Evaluation, Legacy and Lessons Learnt
Smarter Travel Sutton Background results 75% increase in cycling 16% increase in bus patronage First London Borough to have 100% of schools covered by a travel plan Over 16,000 employees covered by a workforce travel plan 29% of residents aware of campaign 6% mode shift away from car 81% residents supported the programme 3.2% reduction in traffic levels.uk
Smarter Travel Sutton Background Legacy Mainstreamed STS into the Council s structure STS service contains both the behaviour change team and traffic and transport engineering forming a whole service Continue to work in partnership with key stakeholders such as the PCT. Development of a programme of Integrated Transport Packages to lock-in the benefits of STS and combine physical and smarter choices measures.uk
Six key lessons from Background Smarter Travel Sutton Visit.uk for the Lessons Learnt summary document and project case studies 1. Allow time for planning before the launch and develop a clear strategy. 2. Segment your audience; and use a wide range of approaches and initiatives at the same time 3. Measure what works, and what doesn t 4. Ensure you have the necessary time, commitment, and resources 5. Programmes delivered in partnership with others, at a local level, work best 6. Find ways of mainstreaming behaviour change.uk
Any Questions? lee.parker@sutton.gov.uk 0208 770 4985