Public awareness campaigns typically aim to encourage the public to shift away from personal car travel to public transport, walking or cycling. The target group of a campaign can include the population of a city, a specific neighbourhood, or those living near a specific public transport line or other mobility service. Other groups (e.g. the elderly or commuters) may also be targeted by public awareness campaigns. Campaigns can take different forms, e.g. billboards in public areas, the dissemination of information individually via digital or physical means, or holding of events aimed at raising awareness. Active mobility consultancy (AMC) is a type of direct marketing campaign where current and potential passengers are provided with information regarding the advantages of travel via soft modes. Campaigns can also include incentives to reduce the barriers to mode shifts, e.g. via the provision of free public transport passes or of bicycles and/or other cycling equipment.
CO2 benefits of an information campaign (thanks to a potential reduction in car use) may be brought in relation to the funds that are spent on the campaign. The following cases could be identified:
• EUR 60c per person in the target group: around 0.65% reduction in car use
• EUR 160 per person in the target group: around 14% reduction in car use
• EUR 2 300 per person in the target group: around 44% reduction in car use
The potential of mode shift thanks to campaigns depends on the availability/performance of the PT systems in place.
Costs for information campaigns comprise staff costs, costs for information material/events and other items that are distributed to the target group of the campaigns (if done). Guidance on optimal levels of spending could not be identified. Costs covered by PT authorities may be balanced via revenues from increased ridership.
In the literature, case studies of campaigns can be identified that vary in their costs from EUR 10c per household to EUR 2,300 per individual (the latter cost estimate being for a campaign that comprised the provision of free public transport passes and cycling equipment for the participants). Typical costs for campaigns reviewed ranged from EUR 10c-50c per target group member.
Co-benefits relate to the reduction of car use (e.g. reduction in air pollution, congestion etc.).
Change in trip behaviour (e.g. the increased use of soft modes) may also incite the use of local shops and services.
None identified.
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