This document summarizes a project to increase walking in Camberwell, Australia. The project included developing plans to improve walking infrastructure on key corridors, implementing behavioral change initiatives, and assessing results. Surveys found half of trips were by car and walking could increase to over 30% of trips. Infrastructure upgrades like adding trees and seating increased walking by 20-100% along corridors. A behavioral program using a walking app and incentives increased participation and self-reported walking and driving reductions. The project demonstrated that improving infrastructure and promoting behavior change can successfully increase levels of walking.
2. • Overview
• Plan development
• Infrastructure
• Behaviour change
• Results
3. Partnership between
• Australian Governments Liveable Cities Program
• Department of Transport Planning Local Infrastructure
• Boroondara Council (plus 3 other Councils)
The Principal Pedestrian
Network Demonstration project
5. Objectives
• Increase the number of walk trips
• Reduce private car use
• Apply and assess the Principal Pedestrian Network methodology
• Deliver infrastructure and behaviour change
6. How do we increase walking participation?
How do we reduce car use?
8. Research
• Complete gaps - paths/crossings etc
• Remove risky locations and reduce speed
• Direct paths that are convenient to walk
• Trees and green space
• Amenity and information
• Car share (reducing car ownership)
• Behaviour change initiatives
9. Count Surveys
• 15,000 pedestrian
recorded through a
cordon around
Camberwell Junction
precinct
(12 hour pedestrian counts – 20 locations)
Camberwell Station
Camberwell Junction
39. Further resolution required
• No ped crashes
• 2000 vph
• Vehicle every 2
seconds
• 60 km/h road
• 1/3 pedestrians
run to crossTowards
Camberwell Station
Towards East
Camberwell Station
42. Just the mere presence of trees and greenery
has the effect of enticing more people to walk
and exercise (Wolf, 2010)
Trees were variables that parents considered
when allowing their child to walk (Naderi and
Kim, 2006)
The likelihood of walking or biking to school
was positively associated with …… street
trees (Larsen et al, 2009)
More greenery was associated with being
physically active and not being overweight or
obese (Ellaway et al, 2005)
Trees encourage physical activity
43. Evidence indicates that landscaping/trees in urban
streets/arterials can reduce speeds and crashes
(Naderi, J.R. 2003) (Mok, J.-H., H. C. Landphair, and J. R. Naderi. 2006) (Lee, J., and F. Mannering. 1999) (Dumbaugh, E.
2005) (Chinn L and Elliott M. 2002) (Naderi, J.R., B.S. Kweon, and P. Meghalel. 2008)
Trees, when located on both sides of the street, create a
sense of enclosure that discourages drivers from speeding
U.S. Department of Transportation - Federal Highway Administration.
Trees can reduce speed/crashes
44. The lack of seating is a barrier (Stahla et al, 2013)
Seat every 200-300
metres implemented
After
46. Car share
Since joining the car share scheme in Boroondara:
• 8.7% had sold a car,
• 21.7% had avoided buying a car
• 23% walk more
• 27% cycle more
49. • Enjoyment and fun
• Autonomy
• Reciprocity
• Commitment
• Prompts
• Incentives
• Social proof / norming
• Habits
Behavioural Elements
50. • Driver Frustrations
• Normalise walking
• Loss aversion
• Avoid being anti-car
• Social activities
• Fun and enjoyment
• Short distances
• Small changes
• Local business
Design Principles
55. Loss aversion prize draw
• $750 first prize – 17-20 walks per week
• $200 second prize – 14-16 walks per week
• $50 third prize – 10-13 walks per week
Local business incentives
• Featured businesses for one week each
• Discount or other reward for visiting
• Business gets free marketing and potential customers
directed there
Loss aversion
incentives
56. • Available on iPhones and Android
• GPS to track trips
• Records distance, time and compares with others
• Friends
57. • 154 unique visitors to website
• 55 people regularly receive emails
• 16 participants
…total distance logged via MapMyWalk: 725km
Pilot round results
725 km
58. • MapMyWalk was difficult to use
• Financial incentives and rewards did not resonate
• Local shopping incentives did not motivate
Lessons learnt
59. • Bupa partnership – promotion, prizes, Bupa Ground Miles
• Increased focus on health benefits of walking
• Decreased focus on incentives and local shopping
Second round
60. • Gamification elements
• Badges
• Awards
• Leaderboard
• Shows daily progress
• Easy to use, no need to
log specific walks
Bupa Ground Miles
61. After twelve weeks:
• 500+ unique visitors to website
• 135 people regularly received emails
• 52 people using the app
…total distance logged:
10,004km
Second round results
10,004 km
64. • 20% increase in weekday walking along the
Cookson Street Corridor (40% on a Saturday)
• 100% increase in walking along the
Camberwell Road Corridor (200% on a Saturday)
Preliminary walking increase
65. Pilot initiative –
• 750 kilometres walked in 12 weeks
Second round –
• 10,000 kilometres walked in 12 weeks
Try Walking participation
66. • 88% of these participants indicated that
they walk more often
• 64% indicated that they drove less
Try Walking participants
67. HEAT analysis – WHO
Assumptions
Value of statistical life in Australia – $3.5m
Crude mortality rate in Australia – 550 per 100,000
Infrastructure life – 30 years
Cookson Street Camberwell Road
Initial count 808 1100
Interim count 982 2181
Proportion (conservative) 75% 33%
Mean distance 800m 500m
Total cost $461,000 $330,000
Cost / Benefit 1:6 1:14
68. Focus on walking corridors to access a destination
Latent demand can be evaluated and best value achieved
Behaviour change promoted walking and the improvements
Self-efficacy – building belief in ones ability
Almost everyone is supportive of improving walking conditions
A mode shift to walking can be achieved and this
should be integral in managing our health,
environmental, traffic and parking challenges
In summary
Subjective distance, walking
20% of respondents had walked – screenlines indicate approximately 15,000 walking legs (trips)
10% extra could add 7,000-8,000 pedestrian trips a day
Urbanites all over the world are highly energy conscious when it comes to saving their own energy when walking. They cross streets where it is most natural for them, avoid detours, obstacles, stairs and steps, and prefer direct lines of walking everywhere
(Gehl, 2010)
800 pedestrians a day along Cookson Street
Urban designer
Traffic engineer
Transport planner
Behaviourologist
Residents
The change since introduction…..change in behaviour
Respondents to Transport for London surveys indicated that wayfinding had not only assisted walking journeys but had also encouraged walking
(AIG, 2006)
GHD consultants were engaged to help design the program.
In conjunction with Cookson street improvements the pilot project targeted residents near Cookson Street
Language used – conversational rather than corporate
Emphasise freedom, pride and excitement
Searched long and hard for an app, and settled on MapMyWalk.
No off the shelf app was perfect.
To develop an app was not really in the realm of this project (plus very expensive).
Groups allow us to send notifications to our group members.
Friends allows us to see their activity.
The app allows us to validate trips and automatically log trips.
Last point - promote via local health providers (e.g. physios) including brochures and posters in practices
Last point - promote via local health providers (e.g. physios) including brochures and posters in practices
App builds self efficacy – knowledge that walking short distances is achievable
Key message is that this has enabled self efficacy (understanding of your ability to take a task) in that participants are aware of the distances they walk during the day and think nothing of walking these distances for their transport needs.
Also participants approved of the new infrastructure.
Almost everyone underestimates the value of walking
Almost everyone is supportive of more walkable environments
Road authorities are extremely challenged to improve conditions for pedestrians over traffic
Phone technology is not a barrier, ease of using the software is critical
Health is the prime motivator and not the financial rewards/prizes
