By Maria Elena Castro. Presented at Day One of Transforming Transportation 2010. Washington, D.C. January 14, 2010. www.transformingtransportation2010.org

2. Communications and public involvement in urban transport The experience of Metrobus in Mexico city Maria Elena Castro January, 2010

3. Urban Transport in Mexico City Mexico City metropolitan area, concentrates 20% of the country’s population (19 million), contributes with 40% of its PIB and is the center of the federal government. It generates almost 40 million trips daily; around 20% move by private transport through 4 million vehicles and 80% by public transport through 67,000 vehicles (buses, microbuses, taxis etc.) 308 subway trains and 16 double light trains. Low quality and risky transport system results on long commuting time (2 hours in average), a high accident rate and congestions which is one of the main causes of pollution. This situation prevailed without major changes until the recent adoption of the BRT system, selected as a sustainable clean alternative to meet massive transport needs of Mexico City.

4. METROBUS: The alternative for a clean sustainable massive urban transport METROBUS is a public-private sector partnership created to manage the BRT system developed to replace microbus concessions operated by the traditional man-bus organization. METROBUS currently comprises two lines: Insurgentes, which operates since June 2005 and Eje 4 Sur on December 2008. They operate 214 articulated buses (for 160 passengers) and 12 bi-articulated (for 240 passengers) along 50 KM along critical route of Mexico City. Both lines carry out 450,000 trips and transport daily almost half a million passengers; twice as much the passengers mobilized on 2006. By 2009 Metrobus has reduced: (a) commuting time in 40%; (b) accidents in 30%; and car trips in 6% (less 33,000 car trips daily). METROBUS has contributed to reduce 80,000 tons of CO2 as well as other contaminants per year. Users’ satisfaction surveys give 8 points to METROBUS for its quality and reliability (in a 1-10 scale). The challenge for METROBUS is to maintain quality, expand and develop an integrated tariff system.

5. Communication challenges To overcome public skepticism about an innovative system such as the BRT. To reach agreements about communication strategy approach and instruments in a difficult political environment. To identify and implement a participation strategy for critical stakeholders. Convey meaningful communication messages: for the general public and of specific actors.

6. Main Strategy and Instruments General communication strategy based on two main messages very important for the general public: The urgency to improve air quality conditions particularly gases contributing to climate change. The urgency to improve urban transport through and integrated strategy to promote massive transport. Contribute to a better urban development to improve quality life Transport user surveys to identify their views about the project and incorporate them into the project’s design. A social impact assessment to identify main stakeholders and design tools for their participation. Annual users surveys to feed public communication strategy

7. Participation of Main Stakeholders Rich neighborhoods associations Business activities: more than 250 restaurants and high level stores. Users of public space (street vendors) at key sites. Negotiations with transport operators and concessionaires Sharing information between the technical and the social teams

8. Main difficulties identified Lack of coordination between the city’s overall communication strategy and the support to METROBUS Ambiguous institutional arrangements made it difficult to implement a clear communication strategy. Groups of interest with their own political agenda negatively influencing public opinion. Inadequate media management and communication tools.

9. Lessons-learned and Recommendations Communication is critical to build consensus and avoid or mitigate conflicts. Communication strategy should build on clear messages keen for the general public. Social impact assessment is the best way to identify stakeholders, prevent and mitigate conflicts and develop a participation strategy. Adequate institutional arrangements are key Communication should be permanent.