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AITPM Conference Presentation - Justine Smith
- 2. Build It And They Might Not Come: Travel Behaviour Change Interventions In WA Justine Smith, Trevor Buckenara and Katy Suan
- 3. What is Your Move?
- 5. • 475,000 people overall • 25% increase in public transport patronage • 25% increase in walking • 52% increase in cycling • 10% reduction in car trips TravelSmart 1997-2015
- 6. • Sustainability focus • Goal setting from the community courses • Personalised phone based coaching calls Living Smart Households 2007 – 2012
- 7. • Designed & delivered by DSR, based on TravelSmart methodology • Physical activity focus ActiveSmart 2007 – 2011
- 8. • Initially DoT with DSR • Over 10,000 households engaged in each project • Your Move Cockburn saw 5% reduction in car trips • Your Move Wanneroo saw 5.5% reduction in car trips Your Move 2013 - now
- 9. Demand Measures Supply Measures Voluntary Measures Wayfinding Bus modules Connecting Schools Bike parking Bike repair stations Referrals Community Events Targeted information
- 10. Psychology of Behaviour Change The vast majority of people already know they should become more transport efficient, but it usually takes a small ‘nudge’ to make those changes routine (Geller, 2002)
- 11. Commonalities TTM IBM CDT CBSM Individuals Community Wide Barriers Norms Self-efficacy Attitude Intention
- 12. Video Link
- 13. Project delivery Additional support services and small scale infrastructure. Project preparation Recruitment Intensive engagement Wrap-up Months 1 - 6 Months 6 - 7 Months 8 - 10 Months 11 - 12
- 14. Identifying Barriers and Benefits • Personal barriers • Multi-stage ‘coaching’ approach • Decisional balance
- 15. Personalised Service + Ongoing Support • Builds trust • Supporting self- efficacy • Gain commitment and check in
- 16. Localised + Tailored Information • Informed choices • Relevant information • Environmental constraints • Personalised journey plans & letters
- 17. Leveraging Cognitive Dissonance • Self-persuasion • Reduce dissonance by changing behaviour • During coaching conversations
- 18. Influencing Social Norms • What people believe is right or wrong • What people actually do • Support community groups, social media, in coaching conversations https://cupofjo.com
- 19. Enabling Social Diffusion • Impact of conversations with people we trust • Recruiting local champions • Public pledges & events • Wayfinding signs
- 20. Estimated additional annual boarding's from Your Move FAL $730,200 fare-box revenue Estimated fare-box revenue annually from Your Move FAL Benefits Realisation
- 21. How we do it? • Evidence based personalised service • Personal and relevant information • Connected communities • More than marketing
- 22. Questions?
- 23. Justine Smith justine.smith@transport.wa.gov.au Trev Buckenara trevor.buckenara@transport.wa.gov.au Katy Suan katy.sullivan@transport.wa.gov.au
Editor's Notes
- [To be projected for 30sec - 1 minute as audience re-groups]
- Katy [Beginning slide – 30 seconds] Build it and they might not come. Build it and offer the community a highly innovative and evidence-based travel behaviour change project that is multi-faceted with one on one coaching for residents and they will come. Welcome to our presentation – My name’s Katy and today I will be presenting on this topic with my team - Justine Smith and Trevor Buckenara.
- Katy [20 seconds] Travel Demand Management or TDM is often described as policy-based measures aimed at providing travellers with options which aim to reduce the need for further investment in transport infrastructure (Babb, Smith, Hughes & Falconer, 2016). Your Move is a TDM measure and has its grounding in innovation and an evidence based approach. Your Move utilises a suite of tools to encourage our participants to swap car trips for walking, cycling and public transport trips.
- Katy [30 seconds] Travel behaviour change has a long and storied history in Western Australia. With its beginnings as TravelSmart, our program has grown and evolved into Your Move. For 20 years, DoT has offered over half million West Australians support + advice to help them find other ways to get around. Our approach includes delivering highly localised and personalised information, With one-on-one conversations and ongoing feedback, And it has been recognised and replicated worldwide. Our programs have been successful in increasing the uptake of new and existing public transport and cycling infrastructure.
- Katy [30 seconds] TravelSmart reached nearly half a million people between 1997 and 2015. The program overall resulted in: 25% increase in public transport patronage and walking trips 52% increase in cycling and 10% reduction in car trips
- Katy [20 seconds] Living Smart Households had a focus on sustainability. This program combined the goal setting techniques from community courses participants took part in coupled with the innovative personalised phone based coaching calls.
- Katy [20 seconds] ActiveSmart was delivered by Department of Sport and Recreation between 2007 and 2011 in Geraldton and Rockingham with a focus on physical activity. ActiveSmart was based on the success of the TravelSmart program and included an individualised marketing approach to encourage people to walk, cycle, and take public transport.
- Trev [30 seconds] In 2013 and 2015 we delivered YM in conjunction with DSR achieving 5% reduction in car trips in Cockburn, and 5.5% reduction in car trips in Wanneroo Each previous project met different government priorities at the time, although all have exhibited similar methodologies and mode share change outcomes. This adaptability continues to be a hallmark of Your Move as a responsive ‘soft TDM measure’, that considers current and future challenges in personal mobility
- Trev [1 minute] This diagram illustrates the Multifaceted approach Your Move takes to deliver TBC to the whole community Using Demand based measures like – Wayfinding, Bus Information Modules Supply based measures – Bike parking & repair stations, potential new bus routes, facility upgrades Voluntary based measures – Community events, Bike education & bike maintenance sessions, walking & cycling groups All promoted on the YM website & social media Targeted Information via phone coaching, door knocking to engage households. Infrastructure grant programs – Connecting Schools Grant Referrals & special offers – like Bike shop vouchers
- Trev [10 seconds] E. Scott Geller – PhD and Lecturer at Virginia Tech University Department of Psychology said this in 2002
- Trev [2 minutes] This table describes the the factors and techniques of the four main theories that are relevant to a Your Move project, and which factors each theory does or does not have in common. From left to right; Trans Theoretical Model, Integrated Behaviour Model Cognitive Dissonance Theory, and Community Based Social Marketing model. Justine will touch briefly on the seven techniques listed on the left side in the next part of this presentation. But first, here is a short video of the YM Cockburn project, which succinctly describes what the project looks liked during delivery …
- Trev [1 minute embedded video]
- Trev [30 seconds] As mentioned, our programs have been successful in increasing the uptake of new and existing public transport and cycling infrastructure. The Your Move team will work with LGs to deliver targeted programs over a 12 month period to coincide with the completion of rail extension projects to maximise service delivery benefits. Ideally, the programs would be delivered 6 months after the opening of the rail extension to avoid initial peaks in patronage as part of the opening (known as the “spark” effect). Now lets talk about tools and techniques that are fundamental to the success of Your Move. They are not the sum of the program and we have not listed every technique that the program utilises.
- Justine [1 minute] As Trev mentioned, I’ll speak about the seven main techniques that we apply when delivering projects in the community. They work together cumulatively to form the basis of Your Move Identifying barriers and benefits is all about giving people the opportunity to talk through what they find challenging about their travel, and helping them to find solutions. Personal barriers, and infrastructure barriers. These are talked through and overcome with the assistance of a trained coach Relates very closely to the process of decisional balance as identified in the TTM
- Justine [30 seconds] personalised service builds trust and a feeling of moral obligation or responsibility on the part of the participant to accomplish their goals supports individual self-efficacy phone coaches gain commitment from participants early in their relationship with the project, such as a first step or setting a goal, followed by regular check-ins over a period of months for accountability and positive support.
- Justine [1 minute] Offering local information in a tailored pack is a cornerstone of a YM project enables participants to make informed choices based on relevant information and therefore increase the likelihood that they will adjust their habits directly addresses the environmental constraints variable identified in the integrated behaviour model For example - personalised journey plans (PJPs), as well as personally addressed letters from the local government (i.e. the Mayor) and emails addressed to participants personally
- Justine [1 minute] Cognitive dissonance is the uneasy feeling that you get when you contemplate an action that is inconsistent with your belief system It’s a subtle form of self-persuasion as the coach facilitates the participant to contemplate moral questions about why their actions do not substantiate their belief system Given a skilled conversation, the person may choose to reduce their dissonance by changing their behaviour. In terms of the theories complementing one another, this approach is more effective when there has been consideration of their stage of change; a person too early on their change journey, they may not be ready for this conversation.
- Justine [1 minute] Social norms are a great thing to observe when beginning a behaviour change intervention. As described in both the Theory of Planned Behaviour and the Integrated Behaviour Model, individual analysis of injunctive and descriptive norms are an essential forerunner to the adoption of a behaviour Injunctive norms - the behaviours that are approved or disapproved of by the community a person lives in Descriptive norms - the behaviours that most people are seen to be actually performing Your Move supports active transport action groups such as workplace and community Bicycle User Groups (BUGs), cross-promotion of active and public transport using traditional and social media, and in the conversations had during personalised phone coaching
- Justine [1 minute] Witnessing someone who you trust carry out a particular behaviour (good or bad), can have a significant impact on convincing you to adopt that behaviour To enable this social phenomenon fore good, Your Move uses variety of community-based techniques, including recruiting local champions, public pledges and events, as well as more traditional marketing techniques such as wayfinding signs and banners I’ll hand back over to Katy now to make some final points and wrap up our presentation.
- Katy [2 minutes] Working with DoT in 2017 - PATREC calculated the benefits of implementing a Travel Behaviour Change like Your Move for the Yanchep rail extension under METRONET. For a project that would work with 10,000 residents and follows the methods described earlier at a cost of $1.3 million to deliver, it is predicted to be worth $6.6 million to the state over 4 years. This represents less than 0.2% of the undiscounted cost estimate for the rail construction and project delivery.
- Katy [10 seconds] So how do we get them to increase public transport patronage and walking and cycling trips? Our programs are more than mass media media marketing using an evidence based research approach Your Move provides a personalised one on one service to our resident participants, schools and workplaces. And our methodology, tools and resources inspire more active communities that have a heighten sense of connectedness! We invite you to get in touch with us for further program information – we’d love to talk more about Your Move with you all!
- Katy to lead, Justine and Trev as support Any questions from the audience?
- Closing slide, no time allocated