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ADDED VALUE

Information and awareness campaigns to enhance

the effectiveness of investments and infrastructure

measures for energy-efficient urban transport

Intelligent Energy – Europe (IEE)

Publishable result-oriented report

Almada, December 2010

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Disclaimer: The sole responsibility for the content of this description lies with the authors. It does not necessarily reflect the opinion of the

European Communities. The European Commission is not responsible for any use that may be made of the information contained therein. 2

Project coordination

Carlos Sousa and Pedro Machado

AGENEAL, Agência Municipal de Energia de Almada

Rua Bernardo Francisco da Costa, 44

2800-029 ALMADA

PORTUGAL

[email protected]

[email protected]

Tel.: +351 21 272 23 80

Project website: www.eu-added-value.eu

Project Partners

Almada AGENEAL - Agência Municipal de Energia de Almada

Graz HOG - architektur ZT GmbH

Varna BSRAEM - Черноморска Регионална Агенция за Управление на Енергията

Znojmo Mesto Znojmo Znojemsky regionalni rozvoj

Pamiers ARPE - Agence Régionale Pour l'Rnvironnement Midi-Pyrénées

Cork CCC - Cork City Council

Salerno AGEAS - Agencia per la gestione energia-ambiente sviluppo sosteniblile

Salerno

Vilnius VHCB - Vilniaus Sveiko Miesto Biuras

Lodz ISO - Instytut Spraw Obywatelskich

Maribor MOM – Mestna Občina Maribor

mailto:[email protected]


http://www.eu-added-value.eu/

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Navarra CRANA - Fundación Centro de Recursos Ambientales de Navarra

Bukarest URTP – Uniunea Romană de Transport Public

1. EDITORIAL 7

2. WHY A PROJECT LIKE ADDED VALUE? 8

3. SHORT-STORIES FROM ADDED VALUE 9

3.1 Znojmo: collective transport for hockey fans 9

3.2 Almada: exchange recyclable materials for tickets 10

3.3 Maribor: promotion of the cycle network by organising guided tours 11

3.4 Salerno: Family trips along the coastal cycle path. 12

3.5 Cork: taxsaver commuter ticket scheme to encourage the use of public transport 13

3.6 Varna: cycle training for schools 16

3.7 Navarre: bicycle guided tours to promote the Cycling Master Plan 17

3.8 Lodz: movie contest to raise awareness for sustainable transport 19

3.9 Vilnius: hotel bike rental system 19

3.10 Pamiers: several emotional campaigns to promote the cycling network 20

4. EXAMPLES OF ADEED VALUE CAMPAIGNS AND HOW TO IMPLEMENT THEM IN YOUR CITY 22

4.1 Awareness raising activities for cycling in Varna, Bulgaria 22 Overview 22

Background and objective 22

Problem to solve 23

Objectives of the activity 23

Implementation - planning process / approach and methodology 23

Partners / Stakeholders involved 24

Description of measures / campaign implemented 24


Driving force behind it (initiator) 26

Main slogans / statements 26

Results, lessons learnt and conclusions 26

Factors of success 27

Opportunities / barriers 28

Steps for implementation 28

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Cost / Benefits 29

Link and or article for more information 29

Contact 29

4.2 Workshops and meetings in Znojmo, Check Republic 30 Overview 30



Implementation 31



Beneficiary (target group(s) 33


Results and lessons learnt 33



Cost / Benefits 35


Contact 35

4.3 ECOLAVELO - cycling buses to school in Pamiers, France 36 Overview 36


Implementation 36



Beneficiary (target groups) 38


Results and conclusions 38

Opportunities 39

Possible barriers 39


Cost / Benefits 40

Link and/or article for more information 40

Contact 40

4.4 Promoting Cycling in Tudela, Spain 41 Overview 41

Description of the campaign 41

Lessons learned 42

Methodology of Evaluation 43

Quantitative data 43

Indicators for implementation 43

Link and /or article for more information 44

Contact 44

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4.5 Promotion of Public Transport in Cork, Ireland 45 Background and objectives 45

Implementation 45

Best outputs 47

Obstacles and difficulties 47

Conclusions 47

Materials 48

Contact 48

4.6 Bicycle rental service in the selected hotels in Vilnius, Lithuania 49 Overview 49



Implementation 50

Dissemination 51

Beneficiaries and target groups 51


Barriers 53


Costs/Benefits 53

Link for more information 54

Contact 54

4.7 ARE YOU AWARE? - radio program in Lodz, Poland 55 Overview 55

Description of the campaign / measure 55


Implementation 56


Driving force behind it (initiator) and beneficiary (target group(s) 56



Opportunities 58


Cost / Benefits 59

Contact 59

4.8 Implementation of a bicycle info point and rental service in Maribor, Slovenia 60 Overview 60


Implementation 61


Description of measures / campaign implemented 61

Driving force behind it (initiator) and beneficiary (target groups) 63


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Factors of success 63

Future prospects and potential for replication 63


Factors of influence and criteria of success 64



Cost / Benefits 64


Contact 65

4.9 “Try the Tram” and other PT initiatives in Almada, Portugal 66 Overview 66


Implementation 67


Driving force behind it (initiator) and beneficiary (target groups) 70

Evaluation 71

Factors of influence and criteria of success 71



Contact 73

5. LESSONS LEARNED: 20 RECOMMENDATIONS TO ADD VALUE TO YOUR APPLICATIONS 73

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1. Editorial As part of the European Transport Strategy to restore the balance between transport modes, major

investments have been made in order to increase the use of public transport, soft modes, rail and maritime

transport. In fact, over reliance on the private car leads to rising health and environmental problems, traffic

congestions and safety issues. Furthermore, transport is the second biggest source of greenhouse gases in the

EU and the trend reveals a steady increase over the last number of years.

Major investments have been made throughout Europe in re-construction and modernization of the

transport network in cities, in particular public transport. This is especially true for new member states within

the Objective 1 Regions under the EU’s cohesion policy which have access to structural funds. These

investments are not always accompanied by a strong promotional campaign necessary to encourage use, and

thus the potential cost effectiveness of these investments is not achieved.

Combining hard and soft measures to promote public transport and soft modes is crucial to achieve stated

economic and social objectives. The overall objective of ADDED VALUE is to improve the cost-benefit

ratio of (expensive) infrastructure and investment measures in transport by supporting them with intensive

and relatively cheap information and awareness campaigns in order to increase take-up and bring about a

modal shift.

The practical applications developed within ADDED VALUE and depicted in this publication, are perfect

examples of successful, low cost, and easily replicable measures that induce behavioural changes - an

ADDED VALUE to maximize the impact of relevant EU-funded projects!

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2. Why a project like ADDED VALUE? The aim of the ADDED VALUE project (funded with the STEER program of IEE) is to add value to big

investments and infrastructures made for alternative, energy saving transport modes, which are either already

in place or are being planned and implemented during the project time. This is to be achieved through

applying marketing tools, and information and awareness campaigns to promote and make better use of these

infrastructures. The partners developed actions in walking, cycling and public transports and promote the

infrastructures associated to these transport modes.

Thus, the overall idea of ADDED VALUE is to improve the cost-benefit ratio of (expensive) infrastructure

and investment measures in transport by supporting them with intensive (and relatively cheap) information

and awareness campaigns so that they are more readily accepted and used by the citizens. Nowadays very

often these big investment measures are implemented without any accompanying promotion. ADDED

VALUE demonstrates the importance of the combination of hard measures (infrastructure & investments)

with soft measures (marketing, information, promotion) to maximise cost-benefit effects.

In eleven different cities and regions all over Europe applications have been implemented dealing with the

promotion of big investments / infrastructure measures by soft measures such as mobility management and

travel awareness campaigns to promote energy efficient clean transport. The promotions include pedestrian

zones and walking as well as cycling, public transport and multi-modal (e.g. park & ride). The applications are

carried out in Portugal, Spain, Ireland, Italy, Romania, Czech Republic, Lithuania, Poland, Slovenia, France

and Bulgaria.

The whole range of campaigns and measures from the Added Value project varies from the pure design and

dissemination of information material, to public participation of users in the decision and planning process, to

possibilities for testing new behaviours including training sessions and finally to competitions, raffles and

games. The activities target both emotional and rational aspects. While engaging and consulting with

stakeholders, decision makers and planners, the target groups for these campaigns are mainly end users - the

citizens.

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3. Short-stories from ADDED VALUE

3.1 Znojmo: collective transport for hockey fans

In Znojmo activities for ADDED VALUE project were carried out in towns of the whole district of

Znojmo, in order to promote the newly completed cycle and pedestrian infrastructures. These infrastructures

included cycle tracks and pedestrian zones in towns of Znojmo (3 cycle tracks in the town centre and routes

in the surroundings and 3 pedestrian zones – one opened during the project timeframe), Moravsky Krumlov

and Miroslav (cycle and pedestrian).

Project activities included manly promoting new cycle tracks in town of Znojmo and new pedestrian zones in

Znojmo and towns of Moravsky Krumlov and Miroslav. Nevertheless, other actions also took place in

Znojmo that did not involved directly cycling and pedestrian infrastructures. One very successful example

was the transportation of ice hockey fans in buses (bus poolling). This was organized in order to alleviate

traffic congestion and decrease pollution during the season 2008/09. This activity involved the use of two

buses used by about 2000 people. This activity was so successful that it was repeated also in next season,

financed by the municipality.

Transport of Ice-Hockey fans to the Stadiums in “BUS pooling”

Related to these actions, there were also campaigns in schools focused on increasing children’s awareness

about the environmental problems and effects of traffic. A specific campaign consisted of a survey of

transport services in selected schools and of a competition for pupils called “Transport and Environment“.

About 800 children from 13 schools directly participated, but the campaign message reached more than 4 000

pupils and students.

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Other main measures of ADDED VALUE, which were part of the campaigns, were workshops for

municipality workers, shopkeepers and public, organization of activities during European Car Free Day,

development of marketing materials and media campaign.

3.2 Almada: exchange recyclable materials for tickets

The introduction of the new Light Tram in Almada, fully operational since November 2008, was a long held

aspiration from local governments of the region. The tram system consists of 3 lines, with 13,5 km and 19

stations, 17 of which are located in Almada Municipality (and 2 other in Seixal). The tram routes connect the

University, the main public transport hubs, business and residential areas and the city centre. The objectives

in Almada were to market the new tram and attract non-users to this new and efficient public transport

system. A global integrated campaign was developed that included different actions, from street events to

films, web-sites and printed materials.

The new tram system of Almada

One such action was the Trips for Trash initiative, which allowed people to exchange recyclable materials for

tickets for public transport! More than 6000 tickets were distributed each of the 3 years of the ADDED

VALUE project, and people were involved in both recycling and public transport promotion. Along with this

action, art performances in the tram were also promoted. Actions that involved the public directly were a

major success in Almada and an easy idea for other cities!

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Trips for Trash events in Almada

Another successful action was the production of some videos, namely an animation film using a mixed

technique, combining real images with pictures made by local school children - an innovative approach

warmly received by the population.

Other thriving initiatives were the development of web information portals, like the Guide of Public

Transports of Almada, an exhaustive information guide to local public transports, or the Tram&Walk web-

based route calculator, where the best pedestrian routes from tram stations to local equipments are showed

using text descriptions, pictures, videos and Google street view.

3.3 Maribor: promotion of the cycle network by organising

guided tours

The main goals of the project ADDED VALUE in Maribor were to promote cycling as a means of transport

for the citizens, to increase the number of cyclists in the city, and to increase their awareness of the new cycle

track network (where all cycle tracks are either completely new or have been recently refurbished). To achieve

this goal, three maps with cycling routes have been designed and disseminated - for the City of Maribor, for

the city centre and for Maribor suburbs. Three information boards have been set up and leaflets have been

disseminated for cyclists with cycling routes in three languages – Slovene, English and German.

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Maribor Cycling Map and Zoom of the City Centre

Also a photo competition with the title “Save Nature – to school with the bus or bike” has been organised

and almost 100 photos from different schools have been submitted. A jury selected the best ones, which are

collected in the booklet. Cycling lessons were organised for pupils from elementary schools to encourage

cycling as a mean of transport especially for their trip to school. The cycling training took part in live traffic

situations, with 150 participants from around 15 schools on each of the two campaigns.

User feedback shows that the cycling activities were very successful.

3.4 Salerno: Family trips along the coastal cycle path.

For AGEAS Salerno the project consisted of the revitalisation of the cycle infrastructure stretching along the

coastline for about 30 km (Pontecagnano-Paestum), connecting the seaside to major tourist attractions.

Because of lack of communication and promotion, the route had not been a great success in terms of usage.

The first step involved a massive re-launch communication campaign, beginning with a competition for the

slogan and logo involving primary and high schools of the province of Salerno. The campaign started with

children as the target group because cycling is still not considered a relevant mean of transportation in Salerno

and this specific target group could be a starting point for getting others involved.

AGEAS collaborated with Legambiente, the environmental education centre of the most relevant

environmental national association in Italy –– on a “language” in terms of images. The result was an

illustration with a happy family cycling along the sea in a sunny Sunday morning. This picture, complete with

the logo, suggests the idea of “sun-sea-nature” together with the slogan containing “town-nature-friends-

cycling” and presents the cycle path in a positive light. Along the track were placed black boards of 6x3 m

and 3x2 m. Posters of 70x100 cm and 50x70 cm were set up at the busiest points of the coast line and also in

the advertisement spaces of the buses of the CSTP service (Public City Service Buses) in the city and suburbs

of Salerno.

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Campaigning for Salerno cycling infrastructure

The communication and promotion campaign quality, monitored by a call survey, was very high rated by

children, parents and teachers (65%), but less appreciated by public opinion leaders and some cycling

association (40%).

3.5 Cork: taxsaver commuter ticket scheme to encourage

the use of public transport

Cork sought to tackle traffic issues, within ADDED VALUE, at three key institutions: University College

Cork (UCC), Cork University Hospital (CUH) and Cork Institute of Technology (CIT). The Cork City

Council planned to do this through the development of mobility plans to encourage utilisation of recent

improvements in transportation infrastructure, which included: the construction of Ireland’s first permanent

Park & Ride site at Black Ash and the development of a series of Green Routes.

The new Park & Ride was build on the south eastern fringes of the city at a cost of €7 million with an

additional land value of €8 million for the 3.5 hectare site. This new service was created in the scope of

ADDED VALUE (it did not exist prior to the project) with the objective of serving these 3 institutions in the

south west of the city.

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Park & Ride facility at Black Ash, Cork

The Green Routes were developed with enhanced facilities for public transport, cycling and pedestrians, on

the main radial routes into the city. The No.8 South and Ballincollig to City Centre Green Routes were

promoted in particular, being in the south west quadrant of the city, as these routes are adjacent to the

institutions of UCC, CUH and CIT, the main focus of the promotional campaign within the Added Value

project.

Cork Green Routes

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The three institutions are all located in the south western area of the city, causing problems with car parking

and traffic congestion. A comprehensive survey of students, employees and visitors to the area provided data

on travel patterns and modes but also increased awareness of sustainable modes as well as inviting

suggestions for improvements.

BUS and cycling facilities near the location of target audience - South west area of Cork City

Cork City Council (CCC) has had some very successful initiatives in promoting both cycling and public

transport in addition to carpooling. Free professional cycle safety training was offered to employees of all

three institutions and this was promoted through the websites and global emails of the institutions. Training

was provided both for beginners and also for those who had cycled in the past but needed to brush up on

their skills on negotiating traffic, signalling etc. Feedback was very positive. As this venture was so successful,

further cycle safety training days are planned to take place despite of the end of ADDED VALUE. For

students, the benefits of cycling were promoted with flyers, roll-up posters, free coffee and bike workshops.

The Travel Pass or Taxsaver Commuter Ticket Scheme - an incentive to encourage the use of public

transport - was actively promoted by the three institutions in the scope of ADDED VALUE. The scheme

involved the employers providing staff with public transport tickets as part of their salary package. Employees

participating in the scheme benefited from reduced tax and PRSI payments. Take-up of the scheme at UCC

in particular had more than doubled from 2006 to 2008/9.

The promotion was so successful that discussions after ADDED VALUE are ongoing with public transport

service providers with a view to examining where improvements can still be made.

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3.6 Varna: cycle training for schools

The goal of the Added Value project in Varna was the promotion of the newly constructed cycling path of

almost 10 km. The overall campaign was based on three activities: the organization of information days,

provision of bicycle training in the schools and a “Day without car” campaign.

Map of Varna with new cycling paths in red (the ones previewed at the beginning of the project in orange) and ADDED

VALUE participating schools marked with hollow black stars

One of the most successful activities was bicycle training, conducted in 10 Varna schools with more than 500

participants. Almost as many teachers and parents were indirectly trained as well. Cycling safety experts

introduced the most important road signs and basic safety rules to the trainees. The practical lessons were as-

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sessed as a cycling competition with the winning team representing the school in the 24th May procession.

Amateur short movies were shot in some of the schools and were used during road safety lessons.

The campaign was covered by local media and was viewed by an audience of almost 550 000.

3.7 Navarre: bicycle guided tours to promote the Cycling

Master Plan

In Navarre, it has been developed a Bicycle Master Plan (completed in 2007) which includes the design of an

interurban network of cycle tracks and routes guidelines for the design of municipal networks and promoting

cycling as a means of commuting. From this Plan have been derived numerous cycling infrastructure

investments made by local and regional administrations.

The promotional activities and campaigns carried out by CRANA within ADDED VALUE have been linked

to the Bicycle Master Plan and to the developed specific infrastructures for cycling, responding to a general

strategy of promoting its use as a means of commuting and recreational (turist cycling). There have been

designed tools and educational activities to promote the Master Plan and to be implemented at regional level.

Also promotional campaigns and educational programs have been developed related to specific local plans

and municipal infrastructures. Examples of the first ones are: a specific website about bikes in Navarra with

practical information about daily cycling targeted to the general population, cycling promotion targeted to

relevant authorities and technicians, an itinerant theatre play, an itinerant exhibition that shows the advantages

of cycling and promotes facilities in Navarre and practical bike maintenance workshops. Examples of the

second ones include: the activities linked to the promotion of municipal bicycle network of Pamplona,

Tudela, Corella, Cintruénigo or implementing a system of public bicycle lending in the “GreenWay of

Plazaola” and its municipalities.

Specific campaigns included events, meetings, interviews, information leaflets about facilities and infra-

structures and safety cycling advice, workshops on bikes maintenance, workshops on road safety and also bi-

cycle guided tours to help citizens to be self-confident in urban cycling.

The municipal campaigns have involved different social key groups and have incorporated schools,

politicians, municipal technicians, traders and the general population. Navarra municipalities have a

population less than 20,000 inhabitants except Pamplona (190,000) and Tudela (35,000) and all daily activities

are performed in an environment of less than 5 kilometers (Even in Tudela, the greatest distance in the urban

core is similar), so the cycling infrastructures condition the urban mobility as a whole.

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Some of the Municipalities/Towns where the promotion campaigns has been developed to promote the infrastructures and the use

of the bikes include: Pamplona, Tafalla, Sangüesa, Tafalla, Elizondo, Ronclal, Tudela, Corella, Cintruenigo and “Plazaola

Greenway” municipalities (Leitza, Lekumberri, Irurzun…)

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3.8 Lodz: movie contest to raise awareness for sustainable

transport

Within the Added Value project, the Polish organization ISO - Instytut Spraw Obywatelskich organised a

movie contest with the aim of raising awareness of energy efficient urban transport and promote both the city

bus network and its cycling and pedestrian infrastructures.

Films should show that bikes, trams and buses are faster, safer and cleaner than the private cars, that public

transport and bike infrastructures were excellent to be used and to try and stop the trend of decrease in the

use of sustainable modes. Therefore the movie contest was designed for young amateur people as they should

act as trendsetter. The main idea for the contest was to demonstrate the benefits of using public transport and

soft modes in Łódź. Each clip shouldn’t be longer than 3 minutes. The most important criteria for awarding

were creativity, originality and fun factors. To give the potential contributors an example ISO produced their

own clip which was posted on YouTube. The results of the contest and the awarding procedure took place

on Car Free Day, 22nd Sept 2010. Sponsors were encouraged to provide prizes and filming cameras were the

awards to the winners.

Awarded movies were promoted by ISO, put on You Tube and on Added Value project’s Polish website:

http://miastowruchu.pl.

3.9 Vilnius: hotel bike rental system

The Vilnius Healthy City Bureau, within ADDED VALUE, organised different actions and events to

promote the 76 km of cycle tracks that exist in Vilnius.

Amongst them were joint weekend trips to raise awareness of the citizens towards the new bicycle lanes,

namely the EuroVelo 11, that will link North Cape to Athens and that in Vilnius has with 36 km. Five cycling

trip routes have been marked and for these routes 24 joint weekend trips have been organised with a

participation of 1380 people in total.

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Riding a bike in Vilnius

Another implementation in Vilnius was the Hotel Bikes System. Five hotels have been selected and bikes

have been awarded to them fort the creation of the system. The action included training of hotel staff that has

learned how to promote and prepare the hotel bikes for handing over to guests who are willing to explore the

city by bike.

Bike Rental in Hotels is an innovative measure in Vilnius

An evaluation has shown that the rental service is popular with the guests. In general about 9 out of 10 guests

appreciate this service offered by the hotel. 57% of the guests that rent these bicycles explore the historical

city centre of Vilnius. Others use the bicycle for recreation trips to nearby parks and to explore nature or

adventure in parts of Vilnius outside the historical centre. The most common reason for choosing to cycle is

health benefits, relaxation and joy. Among the deterrents to cycling, dangerous cycling conditions in Vilnius

were cited most often.

3.10 Pamiers: several emotional campaigns to promote the

cycling network

In 2004, the city of Pamiers implemented a cycling network, but is not really used and so the collective has

identified possible improvements.

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Cycling map of the City Centre of Pamiers

As a result, different campaigns have been set up to change the perception and the behaviours of the

inhabitants on this alternative mode of transport:

- Ecol’avelo (children go to school by bike, rounds are organized and they are accompanied by adults)

- a bike code written by children,

- a race with pupils (the winner received a bike),

- a map of the bike scheme,

- the delivery of goods by bike,

- a rally with various activities including technical control of bike,

- demonstrations of electric bikes,

- a quiz on road safety and incentives for the participants.

These actions were targeted to all citizens but results showed that children are the best target as they have a

great power of influence on the parents. The support of a bike association is highly appreciated in the case of

Ecol’avelo, as parents who are more reassured about safety are more inclined to subscribe to the initiative.

The most difficult to mobilize are the shopkeepers, for economic reasons (they are afraid to lose customers),

so communication tools must be adapted to overcome this. It was noted that incentives arouse interest. It is

also crucial to have the support of elected officials.

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4. Examples of ADEED VALUE campaigns and

how to implement them in your city

4.1 Awareness raising activities for cycling in Varna,

Bulgaria

Overview

In the frame of ADDED VALUE project application campaigns were carried out in order to promote the

newly constructed 10 km cycling path in Varna. The campaigns consisted of various information activities,

such as surveys, competitions and dissemination of information materials with active participation of

students.

As a result more than 2 000 students participated in the different activities, and indirectly 8 000 students and

adults were informed about the benefits of using bicycles. The modal shift amongst the participating students

changed from 37% in favour of sustainable transport to 59% approving and declaring they use bicycle.

Background and objective

The rapid development of the road infrastructures in Bulgaria during the last decades resulted in number of

negative effects. Amongst them are air and noise pollution, increase of traffic accidents and traffic

congestions and fast destruction of the roads.

Varna suffers these problems severely, as the population of the city has been grown up from 350 000 to more

than 500 000 inhabitants just in few years, doubling during the tourist season. The busy roads cause problems

not only in the development of the main economic area of Varna – tourism, but also in the social, healthy and

business life of the citizens. The lack of comfortable and safe bicycle tracks was the main reason for citizens

to cease using bicycles. At the same time, the car and bus traffic increased enormously.

In respect to the priorities of the General Development Plan of Varna municipality, concerning the

development of eco-friendly infrastructure and solving the transport problems in the city, in 2007 started the

construction of a bicycle path. Till that moment there were no bicycle paths enabling and attracting bicyclers

in Varna.

The goal of BSRAEM’s team in the frame of ADDED VALUE project was to change the youth’s travel

behaviour in favour of cycling, using the newly constructed cycling path has a hook. The primary objective of

the campaigns developed within ADDED VALUE were to inform directly the young people of the benefits

of the sustainable traffic modes, more specifically cycling. By involving schools, and moreover the teachers, in

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the practical activities, and inviting key actors and parents to the official events, a significant part of Varna

society became indirectly influenced by the sustainable transport idea. Thus the awareness of the society

about the opportunities of using bicycles instead of cars for short distance trips was raised. This is a major

outcome of ADDED VALUE and a result of the cooperation of BSRAEM's team and the educational

authorities in the city.

Problem to solve

- Scarce information of pupils’ necessities and problems in cycling and using the cycle path

- Insufficient motives of the pupils for using the sustainable transport modes

- Insufficient information about the cycling network

- The interests of the cyclists and the transport responsible authorities were not met

Objectives of the activity

- Increasing of the information of the current status of pupils’ traffic problems and youth’s necessities

in using bicycles while travelling in the city

- Raising awareness of students on the benefits of cycling

- Enhancing the students to use sustainable traffic modes, with specific focus on cycling

- Adding value to the existing cycle tracks by implementing campaigns to use them

- Raising awareness of at least 2 000 students on the benefits of using sustainable transport modes and

change of modal shift with of, at least, 1%.

- Indirect informational impact upon circa 250 000 adults (parents, teachers and citizens) by providing

information materials and dissemination activities.

Implementation - planning process / approach and methodology

There were two main target groups for the actions with test bicyclers at schools: teachers and students who

choose to participate in the test bicycler project.

- Teachers are important as a target group to provide sustainability to the campaign goals by

maintaining the relationship with the students throughout the school year and motivating them to the

use of bicycle.

- Students are the main target group, as they are the principal users of bicycles and cycle tracks. They

are the ones whose behaviour needed to be changed in favour of sustainable transport modes. Their

positive attitude to this mean of transport affects followers with the snow ball effect.

- Adults in active working age (25 to 55 years old) were the supporting target group. Their behaviour is

much harder to change in favour of sustainable transport due to their daily tasks. However, the goal

here was to initially inform them of the existence of “sustainable transport” modes and to raise their

awareness on their own contribution to the eco-friendly development of the city.

Stage 1: Measures that influence transport demand and choice of mode of transport:

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- Early collaboration of information materials about the planned measures, and marketing of the

pedestrian and cycle path as means of transport. In order to identify the necessary measures for

increasing the cycling transport share, interviews with the students were carried out.

- Marketing survey on cycling as an attractive alternative to single occupancy car travel.

Stage 2: Measures that make the existing cycling network more efficient:

- Integrated campaign to increase attractiveness and sustainability of cycling mode of transport in 20

schools.

- Establishment of info points in 20 secondary schools and on busy places in the city; dissemination of

materials.

- Organisation and implementation of thesis competitions, themed “Cycling and sustainable mobility

in the city of Varna”

Partners / Stakeholders involved

- 20 Schools in Varna

- Educational directorate of Varna municipality

- Municipality of Varna

- Black Sea Regional Agency for Energy Management (BSRAEM)

Description of measures / campaign implemented

1 Organizing and getting interviews from the pupils and filling in questionnaires in 20 targeted schools in

Varna.

Questionnaires were prepared and interviews were carried out in 20 secondary and high schools in Varna. A

before, during and after survey was performed during the 3 year implementation of the project. More than

2100 students were contacted and were interviewed in a face-to-face strategy.

During the interviews the students were very active, describing the transport problems in the city and sharing

their own opinions about the use and benefits of the bicycle path. On a later stage the results from the

surveys were summarised and an analysis was prepared.

As a result, BSRAEM’s strategy in the frame of ADDED VALUE project was to inform the youth in

particular and the society in general about sustainable transport modes, to make an awareness campaign about

the use of these modes (especially public transport and cycling lanes) and to raise the activity of the

municipality to continue constructing the infrastructure, facilitating cycling.

2 Four types of dissemination materials regarding the benefits of cycling and use of the bicycle path were

developed printed out and disseminated in the schools.

3 Training of 40 teenagers on how to attract their peers for cycling.

Each school appointed two students to attend a two hour training session. The training materials covered the

issues of cycling safety, urban transport and sustainable mobility in Varna, as well as the project plans for the

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existent and new cycling path. Four training sessions were carried out in the most convenient time for the

students.

The students were selected voluntarily, according to their personal interests and attitude to the issue. Further

they were trained on how to provide information to their mates during the info days in their schools.

4 Info points and info days

a) Creation of info points in 20 schools and dissemination of informative materials, revealing the benefits of

cycling;

During the project period 5 informative days were organised and implemented by establishment of info desks

in these 20 secondary schools.

b/ Creation of info points on busy places in the city and dissemination of informative materials

Another two info days were organized, in the frame of public events. BSRAEM established info points

designed to citizens in active working age. The Info desks were created in the premises of Varna city hall

building and Varna Sport palace.

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- Students in 20 schools

- Teachers in 20 schools

- Two cycling clubs – experts

- Municipality of Varna

- Varna Sport Palace

Driving force behind it (initiator)

The initiator of all the activities was the Black Sea Regional Agency for Energy Management (BSRAEM)

Main slogans / statements

Benefits of cycling

Cycling and sustainable mobility in the city of Varna

Results, lessons learnt and conclusions

The overall information campaign was a success for its 3 year implementation. The information of the

sustainable transport modes and the existence of the cycling path in particular was delivered to more than 550

000 citizens, both directly and indirectly.

- More than 2100 students were interviewed directly in the 20 secondary schools. At the same time

their awareness was raised.

- Two survey analyses were created, based on the information received by the direct beneficiaries of

the cycling path.

- In the beginning of the campaign 39% of the students declared being informed about the existence

of the cycling path and the projects of the municipality. At the end of the project 61% of the

students declare they were familiar with the sustainable mobility, benefits of cycling and the cycling

path of Varna city.

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- Registered change of modal shift amongst the campaign participants of approximately 22% in favour of

sustainable transport after the campaign

- Four types of dissemination materials, regarding the benefits of cycling and use of the bicycle path,

were designed, printed out and disseminated in the schools, 5 000 copies in total;

- 40 teenagers trained in 4 training sessions on cycling and sustainable mobility issues;

- 20 3-day info desks established in 20 schools, each serviced by two trained students;

- 5 informative days organised and implemented;

- 2 info days for citizens organized and info points established on busy places in the city

Factors of success

- Attractive presentation of the project and its goals

- Attractive dissemination materials

- Personal attention

- The challenge of the competition

- Rewarding

- Personal responsibility and involvement of the students

39

5562

3022

0

10

20

30

40

50

60

70

%

1

Reasons

Reason for not using the bycicle line?

lack of information

inconvenient and ineff icient

aw ay from home

dangerous

overloaded

3. Are you familier with

BSRAEM information materials

about sustainable transport

modes?

61,21%

38,79% yes

no

Will you use a bicycle after the completion of the cycling path?

yes

37%

no

63%

yes

no

6. If the answer of question №5 is «Yes», have you changed

your behavior in favor of sustainable transport?

59,01%

40,99%

0% 10% 20% 30% 40% 50% 60% 70%

yes

no

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Opportunities / barriers

The success of ADDED VALUE campaign is a result of the hard work of BSRAEM's team members in

strong cooperation with the main target groups, schools and the Municipality. BSRAEM had full support and

understanding of the Municipality of Varna for the campaigns’ implementation. Moreover, there are direct

benefits for the municipality and the community lifestyle deriving from Added Value project, which are very

well recognised by the decision makers. Besides, the activities offered by the project activities bring added

value to the educational process and some of them enrich it by applying the easy method “learning by doing”.

It will be made an effort to broad the information campaign on sustainable transport to all schools in Varna

and surroundings. The students were very attracted by getting new knowledge, in a challenging and

provocative way. Further, they applied this knowledge to themselves, becoming examples to follow and

transferring it to a wider part of the society.

The most difficult part in the campaign was to convince the head masters of the schools to let the team work

with the children. The issues of the sustainable mobility were not very popular until that moment, so the

teachers and the principals of the schools were more passive and reserved. However, once they understood

the goals of the campaigns and the activities to be done, they cooperated with pleasure.

Possible barriers could be the seasonal implementation of the measures, as well as the intense school

programme of the children.

Steps for implementation

a.) Working steps for introduction:

Organizing and getting interviews from students and filling in questionnaires in targeted schools

- Preparing of questionnaires

- Printing out the questionnaires

- Caring out interviews and filling in questionnaires.

Dissemination of informative materials, revealing the benefits of cycling

- Preparing, designing and publication of informative materials (flyers, brochures, posters, guides, etc.)

- Inviting students to trainings and implementation of the trainings

- Disseminating informative materials in the schools and establishing info desks

Practical cycling trainings

- Informing teachers and parents; inviting students

- Organizing the design of the trace, the games and the practical information; contact with cycling

experts

- Organising small rewards and certificates

b.) Time of implementation:

The activities were generally carried out indoor. So, they took place during the whole school year.

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The implementation of the information campaign was carried out during the summer (holiday) months

- Organizing and getting interviews from students and filling in questionnaires in targeted schools – 5

months

- Dissemination of informative materials, revealing the benefits of cycling - 8 months

- Establishing of info points – 7 months

Cost / Benefits

Expert hours – 680 h

Costs for materials production (subcontracting) – 1800 €

Other specific cost – 2000 €

Link and or article for more information

www.bsraem.org

Error! Hyperlink reference not valid.

Contact

Name: Milena Nalbancheva

Institution: BSRAEM

E-mail: [email protected]

Tel: +359 88 8319523

Languages: Bulgarian, English, Russian

http://www.bsraem.org/


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4.2 Workshops and meetings in Znojmo, Check Republic

Overview

About 20 workshops and meetings in the whole district of Znojmo were planned for all target groups in

order to discuss the benefits of creating pedestrian zones and cycle infrastructures, to highlight the profits of

walking and cycling when compared with driving and to share information and raise awareness about the

effects of traffic on the environment.


Znojmo has improved its public spaces (squares) as well as implemented an upgrade of the infrastructure for

pedestrians and cyclists in the historical centre. This involved cycle tracks, cycle racks, broader sidewalks,

benches, trees and greenery, litter bins etc. But the number of existing pedestrian zones and cycle tracks in the

district of Znojmo was not satisfactory. It was decided to create new pedestrian zones and cycle tracks and

provide their associated facilities.

Ecology is still a complex topic in the Czech Republic, and one that are not usually spoken about. It needs a

lot of effort and persuasion to make people aware of its importance. For that reason, and as a part of Added

Value project, about 20 workshops were planned for target groups.


The objectives of this activity were to persuade the decision makers and municipality workers to create new

pedestrian zones, equip existing ones, establish cycle tracks and equip them with benches, bins and cycle

racks, and also to spread greenery in towns. Another objective was the promotion of cycling, carpooling and

the participation in the European Car Free Day, the increasing of awareness of the inhabitants about the

project activities and to demonstrate that it was of benefit to them.

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Locations of main campaigns (red) and infrastructure investments (green)

Implementation

The first concept for workshops started at the beginning of January 2008, for the whole Znojmo district.

Detailed timeline and programmes were set up for all target groups.

There were two main target groups for workshops and meeting – decision makers and the general public. For

each target group there was a slightly different approach:

a) workshops for municipalities – these workshops were connected with the general meetings of “Regional

development of Znojmo“ and the sessions of towns and villages. Mayors and vice mayors from local

municipalities participated in this meetings (10 mayors, 10 vice mayors). Eight workshops of this kind took

place in the district, the main topics discussed were traffic problems and some future plans.

b) workshops for the general public – these workshops were focused on informing and influencing

inhabitants and shopkeepers of the project activities; advantages were described and disadvantages were

discussed. Top municipality workers participated in these workshops (mayors, vice mayors, directors of

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public companies), as well as some experts, representatives of sport clubs, shopkeepers and other local

associations. During the workshop the experts from the district talked about the traffic, pedestrian zones,

cycle tracks, greenery, carpooling and European Car Free Day to inform and influence the decision makers of

the project activities.

Fourteen public workshops took place in the region:

- Znojmo on 27th March 2008

- Moravsky Krumlov on 29th April 2008

- Miroslav on 13th May 2008

- Dobsice on 29th May 2008

- Jevisovice on 1st June 2008

- Znojmo on 23rd September 2008 - for sport clubs during International tourism fair Region tour in

Brno in January 2009

- Dobsice on 22nd October 2009

- Znojmo for Association of mayors on 3rd December 2009

- Association of rehabilitated soldiers in Znojmo on 17th December 2009

- during International tourism fair Regiontour in Brno in January 2010

- Kucharovice on 7th July 2010

- Miroslav on 17th August 2010

- Moravsky Krumlov 14th September 2010

Workshops were promoted through newspapers, local prints, radio and invitations. Such meetings on this

large scale were never done before.

The typical workshop takes about five hours and there were about 25 participants in an average workshop i.e.

about 500 persons together.

In the program were e.g.:

- importance of creation of pedestrian zones for inhabitants

- cycle tracks and their development

- spreading of town’s greenery and equipment with benches bins and cycle racks

- benefits of carpooling

- campaign preparation for European Car Free Day


Local municipalities – Znojmo, Miroslav, Moravsky Krumlov, Dobsice, Jevisovice, Kuchorovice, Vranov

nad Dyji, Unanov and Znojemsky regionalni rozvoj, o.p.s

Local sport clubs, Association of mayors, Association of Rehabilitated Soldiers

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Initiator – Znojemsky regionalni rozvoj, o.p.s. (Znojmo regional development company o. p. s.) is a non

profit organization founded in 1999. Its Board (members are Mayors of towns and villages – 6 members),

Supervisory Board (3 members) and Director Ing. Samir Maloula formulates policy for regional development,

planning of different projects according to the requirements of towns and villages. The organization

promotes representation of the district on national and international fairs, provides different marketing

research, realization of different festivals, surveys, etc. The most important projects were the foundation of

information centres and systems, new regional tracks for cyclists and publishing of different information

guides.

Znojemsky regionalni rozvoj has its own web page: www.znojemskyrozvoj.cz

Beneficiary (target group(s)

Workshops and meetings were prepared and organized mainly for the following target groups:

- for workers in the City Development Department and for municipal officers responsible in the

decision making processes

- for inhabitants

- for shopkeepers

- for sports clubs


GO ADDED VALUE, GO NUMBER 1

Added Value, a chance for ecological development of towns

Results and lessons learnt

The workshops had a positive impact on target groups and project activities. As a result of this campaign,

local towns are thinking more about activities to improve the traffic and the ecological situation. A new cycle

track in the town of Znojmo and new pedestrian zones in the towns of Miroslav and Moravsky Krumlov

were built. Also, new residential zones in the villages of Kucharovice and Dobsice were marked. In the town

of Znojmo a new pedestrian zone is being built and ten new green areas have been created in the towns of

Znojmo, Moravsky Krumlov and Miroslav.

The number of workshop participants was about 500 people but the impact reached several times that

number.

This campaign had positive impact on other project activities (using bicycle tracks, carpooling, European Car

Free Day, competitions at schools) resulting in increase of participants and energy savings.

http://www.znojemskyrozvoj.cz/

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The results can be described as very positive and the main tasks and aims were reached. Based on our

estimations and estimations of local info-centres, the number of users of cycle track increased about 10

percent, the number of participants of the European Mobility Week and European Car Free Day increased by

30 percent, the number of users of carpooling, also because of economical reasons, increased nearly to twice

and the public awareness of the project was enlarged.

The workshops were very successful and can be considered suitable actions to achieve similar projects

objectives.


Communication with the municipality workers went well. They understood the information given and started

planning measures in their towns. The awareness of the general public has been increased. Nevertheless,

during the workshops we met some people who disagreed with some restrictions, namely restrictions to cars

in pedestrian zones. Their concerns were discussed and then often they agreed with us. It was also difficult to

persuade the municipalities to increase the green areas in towns.

If other cities want to do similar workshops we would recommend to focus on the municipalities, agree on a

local concept of development (if possible) and develop it. The best way to convince the municipality workers

is doing it in person, through workshops.

The only problem connected with the workshops was that sometimes there was lower attendance of public

than expected.



A lot of work has been done regarding information about the project and its environmental impacts. It was

necessary to talk openly about all details, persuade those who are responsible about what has to be done and

how these matters must be taken care of. Preparation of individual workshops and meetings were a very

important part of this work.

Meetings with representatives of media, mayors and school principals were the first step. The concept of the

project has been explained to the mayors and they were supportive of it. Workshops were probably the most

important part of introducing and implementing the project itself. Not only participants have been informed

about this project, but also about possibilities of the applications of similar project in their neighborhood.

The arrangement of workshops was often negotiated with the local municipalities and their officials. The

main task of the workshops was to persuade competent officials and mayors on the necessity of formation of

new pedestrian zones and cycle tracks in the towns for better energy efficiency in the town centre.

Other steps included the preparation of presentations, reservation of meeting venues, inviting guests and

organising the workshop itself.

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Implementation doesn’t depend very much on seasonal changes, although during winter time participants use

bicycle only when conditions allow.

Preparation for all workshops took about 200 hours.

Average workshop lasted one day (8-10 hour).

Cost / Benefits

One workshop (work, invitations, rental, refreshment) – 500 EU

One workshop (preparation + workshop) – 25 hours


Link on website with more information. www.znojemskyrozvoj.cz

Contact

Name: Samir Maloula

Institution: ZRR


Tel: +420721886103

Languages: Czech, English

or

Name: Martin Schmidt

Institution: ZRR


Tel: +420736608056

Languages: Czech, English

http://www.znojemskyrozvoj.cz/



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4.3 ECOLAVELO - cycling buses to school in Pamiers, France

Overview

In order to promote the existing cycle lanes and to raise awareness of new ones, cycling buses to school have

been implemented in Pamiers, France, in the scope of ADDED VALUE.


There are 5 km of cycle lanes in Pamiers, a city of about 15,000 inhabitants and another 5 km are planned for

the coming years.

Looking at the modal split, only 10% of the population were using bikes in 2005 and the trend had not

changed until the beginning of ADDED VALUE, so it was important and necessary to educate children and

to promote cycling. If children are used to being driven everywhere by car, they are more likely to maintain

the same behaviour when they are adults than to use other means of transport.

To cope with this, a cycling bus scheme called “ECOL’AVELO” was developed within ADDED VALUE.

The general purpose of ECOL’AVELO was to encourage children to use bikes, especially to go to school and

to sports activities. For that, it was necessary to convince parents of the benefits of biking and to find some

volunteers to accompany a group of children on the way to school.

Implementation

To promote the existing cycle lanes, cycling buses to school have been implemented. Cycling buses were set

up in Pamiers with some parents and a strong involvement of bike associations.

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The first step consisted in demonstrating to parents and children that it is easy, fun, energy efficient, good for

health and for the environment to go to school by bike. The technical services of the City carried out the

necessary infrastructural improvements in the surroundings of the school so that safety would not be a

problem.

Then, a methodology experienced by other municipalities in Midi-Pyrénées, which have already tested the

ECOL’AVELO process, was adopted.

The major problem to solve was to involve unconvinced parents to accompany children on the way to

school. Some parents took part of the project, but others could not be convinced, although efforts to involve

them through meetings & questionnaires were done. Another scheme adopted was to persuade them of the

benefits to health and the environment through their children, but even this method show limited results.

In Pamiers, once the action was launched, another unexpected problem arose: after the March 2008 elections,

the new elected officials were not in favour of ECOL’AVELO. The initial objectives were changed: it was

now necessary to reassure and convince the new elected officials to act differently.

Thus, 2 questionnaires were designed but never distributed. The assessment questionnaire had been replaced

by an assessment meeting. During this meeting, people expressed their satisfaction with the project and their

wish to continue. However, the action was stopped during winter.

In March, with key partners, a new questionnaire was developed to try to understand the problems and the

reasons for the lack of participation of the parents as guides.

Despite all obstacles, ECOL’AVELO took place with relatively success.

The local approach and methodology followed is described below:

- An observation of the general accessibility of the schools by bicycle was made, in particular in terms

of safety.

- A meeting with the elected official in charge of the School Affairs and the one in charge of

Environment was established.

- The target school was defined in accordance to the results of the observations and the meetings - the

school of Canonges was chosen because it has easy and safe access by bicycle and on foot.

- The Director of the School, his team, and representatives of parents association were met

individually and invited to participate in restricted meetings.

- A working session was held to elaborate the questionnaires: a first one to establish how many parents

would potentially be involved (not used) and a second one to define, with parents, the cycle lanes to

be used, and to request the town technicians validation

- The action started during European Mobility Week

- On the first day a communication campaign was organized with the presence of the Mayor of

Pamiers. He distributed gifts and a Good Cyclist diploma to every participant of the cycling bus. The

local media were present.

- In order to motivate the children, a game on mobility was proposed to the school and bike training

was organised

[Escrever texto]




Key partners are the newly elected officials and politicians, the technician of the municipality (in charge of

Transport), the school team, parents association and bike association, and the targeted children.


The driving forces were the General Director of the Departments of the town and ARPE. The General

Director of the Departments didn’t work directly within the project but he was aware of the opinion of the

newly elected officials, and he was the one who decided and enabled the action.

Beneficiary (target groups)

The beneficiaries were the children, their parents and the school team, but also all the population of Pamiers

who benefit from a more pleasant and less polluted environment. .


L’ECOL’AVELO is easy, useful and fun!

Results and conclusions

The implementation during European Mobility Week was a success: 5 circuits from 2 to 6 km, over 4 days,

with 41 children and 40 guides: (19 parents, 17 bike association members, 4 town employees).

The assessment meeting proved that the action aroused interest. Some improvements were required and have

been realised. But ECOL’AVELO stopped during winter. This happened because the bike association

members were not available. The project could not be maintained because half of the guides were not

parents.

The action was an “half success” but the Director of the school, his team and the bike association members

had the will to continue afterwards and to persevere with this action after the end of ADDED VALUE.

Actually, they want to resume again with the same school and to convince the other schools in Pamiers to

join.

The main lesson learnt for the parents involved was that it’s possible, useful and pleasant.

Another positive point was that adults realised that it is not dangerous for their children to go to school by

bike if they have been well prepared in advance.

In March/April 2009, to re-start the campaign, a questionnaire was distributed by the teachers in all classes,

asking about the perception and the needs of the parents. The main results show that

- 49% (86/175 families) answered and

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- 80% of the answers were positive (interested).

Opportunities

For follower cities it is recommend:

1 – To ensure that the municipal team involved in such a project is committed as its support is essential;

2 – That the project must be well implemented at the beginning as it is difficult to start again in a new

direction after some months of actions.

3 – Get parents involved, it is essential, otherwise a cycling bus can’t be effective.

Possible barriers

The main difficulty was to convince the parents of the benefits of the cycling buses and to find volunteers to

accompany the children.

Another difficulty was to ensure the sustainability of the action in the longterm.



To include the project in the Municipality Action Plan (made before the town election in March and later in

April); audit of bike infrastructure and analyse of the situation; organise local appointments.

Top mobilise and engage with parents, elected officials and town technicians: to assess the interest of each

one, to examine the surroundings of the school, to communicate about the preliminary work and the

methodology to apply.

To study the level of accessibility to the school, a task that should be realised with the help of teachers. A

survey should be carried out with children their parents, to know their interest to go to school by bike, to

know why they don’t cycle to school, and to identify traffic problems.

To define and to propose the meeting points for children: to avoid dark areas, to define schedules, to define

the stops, and to involve the children (name of bike bus, drawing bike stop sign, etc)

The following were steps of implementation:

- parents and children must prepare to take part to the cycling bus,

- the role and the responsibilities of each one must be clear,

- to organize a fun day for the first day of the action helps the promotion


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To implement a mobility plan for school requires a lot of preparation and a political decision supporting the

action.

In Pamiers this step took 4 months, from April to July 2008. In September 2008, 5 cycling buses were

operating. Each was leaded by a parent, a technician of the Municipality and a member of a bike association.

In fact, ecomobility for schools depends on the season, and it is better to launch the action when the weather

is likely to be sunny for easier acceptance by the parents.

To implement such an action requires approximately 5 months but it depends on the will of elected officials

and of the availability of the key actors.

Cost / Benefits

Due to the restricted meetings with key actors, the cost for material was very low: some internal photocopies,

organisation of the party with the Mayor and printing of the diplomas and the assessment questionnaire,

provided by the Town Hall services.

Link and/or article for more information

Article in local media : “La Gazette Ariégeoise” (19 September 08)” - La Dépêche du Midi » - « Ariège

News » (1st October 08)

Contact

Name: Yvanie Saffores – Econome de flux

Institution: Mairie de Pamiers – Place du Mercadal – 09100 Pamiers

Tel:+33(0)5 61 60 95 69

E-mail: Yvanie. [email protected]

Languages: French

Tel:+33(0)5

mailto:Yvanie.%[email protected]

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4.4 Promoting Cycling in Tudela, Spain

Overview

Cycling promoting took place in Tudela in the scope of ADDED VALUE regarding the definition of

information and participation strategies of the municipal mobility plan, development of a promotional

campaign “Muévete como quieras: en bicicleta” [“Travel as you like: by bicycle”], development of the

programme “En bici al trabajo” [“Bike To Work”] and launch of the programme “Andando y en bici al

colegio” [“Cycling and walking to school”].

Description of the campaign

- Information and participation: following the adoption of the municipal sustainable mobility plan and

due to the claims of certain organisations regarding the implementation of the measures, a meeting

was held to debate the proposed measures and development of the plan. Prior to the meeting, a

brochure was distributed for information. This included a form for feedback.

- Promotional campaign: after 2 years of development of the municipal plan, the local government

wished to launch an information and awareness campaign, which required technical and financial

advice and assistance to integrate cycling-specific activities. A brochure was produced with

information on cycling tracks and parking areas, and practical advice. A “Cycling Day” was organised

comprising free check-ups and guided tours, the latter to become familiar with new cycling

infrastructure and for training purposes. A used bikes sale was also organised.

- The construction of a new cycle lane connecting the city with industrial parks encouraged

commuting by bike. Interviews were held with key actors to analyse obstacles and opportunities. A

survey was conducted with enterprises and a meeting was held to debate and define new proposals

and commitments.

[Escrever texto]



Informative leaflet about mobility plan cycling proposals and guided tour and training.

“Andando y en bici al Colegio” [“Cycling and walking to school”] was a programme promoted by the local

government and whose future was guaranteed despite of the end of ADDED VALUE. Interviews were held

with local agents and a briefing took place with municipal decision makers, schools and parents associations

to explain the objectives of the programme and screen schools for implementation purposes depending on

their willingness. A survey on mobility habits was conducted in the chosen schools. This survey had also the

objective of locating where the students lived. Then, suitable routes for walking/cycling to school were

defined and organised.

Lessons learned

The lessons learned from the first action (joint analysis of plan proposals) were the following:

- To guarantee the successful implementation of local mobility plans it is necessary to rely on the

agents involved in the participation process and on citizens.

- To guarantee the safety of pedestrians and bikers, and actually change habits, it is necessary to take

away space from motorized vehicles and not from pedestrian areas when integrating new

infrastructures into the urban network.

The lessons learned from the first action (promotional campaign on cycling infrastructures) were the

following:

- Appropriately communicating the objectives of the activities is most important to secure the success

of a campaign (the guided tour held on the Bicycle Day was massively attended and actually turned

into a cycling march, but the training objectives were not attained).

- When implementing an activity for the first time it is important to analyse similar experiences carried

out elsewhere and to make alternative plans against eventual failures (there was not enough time to

organise the bike sale and the results were not as expected).

The lessons learned from the activity for promoting commuting by bike to industrial parks were the

following:

- It is difficult to obtain positive results from a proposed change of habits if the prerequisites for

change have not occurred yet (the cycling lane exists, but not within the industrial park; workers do

not demand commuting by bike…).

As for the promotion of cycling and walking school routes:

- It is necessary to allocate resources and time to awareness-raising before actually launching a

programme requiring immediate commitments (schools are not prepared to manage school routes

since there is still no social demand for them).

[Escrever texto]



Methodology of Evaluation

Evaluation of the overall programme and different activities has been done through the final survey carried

out with partners and stake holders involved in Added Value applications. This survey has also evaluated the

impact of actions in cycling development. This impact has not been evaluated in the last interventions

because they were implemented just before the end of the ADDED VALUE project.

Activities targeted at inhabitants have been evaluated also in this final survey as well as with participants.

Quantitative data

Cycling proposals:

- 1,000 leaflets about planned proposals distributed

- 8 participants at discussions meeting on mobility plan cyclist proposals

Cycling promotional campaign

- 1,000 leaflets about cycling tracks and parking and practical advice distributed

- 150 participants at Bicycle Day (guided tour, training and free check up)

Programmes “cycling to work” and “walking and cycling to school”:

- 13 stake holders interviewed

- 12 participants in 1 participative meeting (cycling to work)

- 9 participants in 1 informative meeting (car free access to schools)

- Local authorities were very satisfied with the collaboration between institutions and they stated that

the numbers of cyclist have increased in the city. Collaboration will continue.

- Participants in the promotional activities stated they were satisfied to the extent indicated in the

sections corresponding to each activity implemented in Navarre.

Apart from the evaluation results, it is obvious, if we take a look at the process, that the municipality has

integrated sustainable mobility and cycling in their daily procedures as well as inhabitants.

Indicators for implementation

Implementation of the activities requires the following resources:

- About 160 working hours in total for preparation and organization of interviews, organization of

activities, development of dissemination materials and communication.

- 1.200 € subcontracting for designing and printing of 2 leaflets.

- 3.000 € subcontracting to design and do interviews and surveys as well as their analysis, identification

of key actors, calls for meetings, etc, and technical reports (Tudela is far from Pamplona where

CRAN is located, so subcontracting was needed to avoid unnecessary trips).

- 1.500 € subcontracting to develop activities target to inhabitants (exhibition installation, workshops,

guided tour, etc).

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Link and /or article for more information

More information on www.crana.org

Contact

Name: Maribel Gómez

Institution: Fundación Centro de Recursos Ambientales de Navarra

T. +34 948 140 818 F. +34 948 123 235


Languages: Spanish

http://www.crana.org/


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4.5 Promotion of Public Transport in Cork, Ireland

Background and objectives

Cork City Council implemented a number of large infrastructural projects to promote sustainable travel from

2003 onwards, including Ireland’s first permanent Park & Ride site (at Black Ash on the south eastern fringes

of the city), a service that did not exist prior to ADDED VALUE, and a series of Green Routes, with

enhanced facilities for public transport, cycling and pedestrians, on the main radial routes into the city.

The results of a Public Consultation survey developed in the scope of ADDED VALUE indicated that there

was good potential for modal shift to public transport, and in particular to bus use if a number of

improvements were implemented. The study area is not immediately served by train. While the operation of

the public transport system is outside the remit of Cork City Council (CCC), the project team engaged with

the bus operators, Bus Eireann, on an ongoing basis and indeed the provision by CCC of enhanced

infrastructure in the form of Green Routes greatly facilitated improved bus services.

The objective of this campaign was to address a number of issues raised by the survey participants regarding

lack of information on routes, timetables, and ticket price structures of buses and to a lesser extent, of trains.

Implementation

Promotion of Public Transport was undertaken under the following headings:

- Tax-Saver Commuter Incentive Scheme,

- Dissemination of Bus Timetables

- Dissemination of Bus Eireann City schematic maps

- Bus promotion Roadshows at Cork Hospital University (CUH), University College of Cork (UCC)

and Cork Institute of Technology (CIT)

- Provision of Roll-up Posters promoting benefits

The TaxSaver Commuter Incentive Scheme involved the purchase of a discounted annual OR monthly

Taxsaver Commuter Ticket which results in significant savings - the commuter saves up to 51% on bus or rail

fare with tax and PRSI savings. There are additional savings to employers. The system, wich keeps on

running despite ADDED VALUE being finished, operates by employers registering with Bus Eireann or

Irish Rail to offer the Taxsaver Scheme to its employees. The employer then purchases the Commuter

Ticket on behalf of the employee, who in turn pays through a salary sacrifice. The difficulty prior to the

ADDED VALUE project was that though the scheme existed, it was not widely advertised or promoted and

take-up was poor. Thanks to ADDED VALUE, the mobility managers at the three institutions have been

actively promoting the annual and monthly Commuter Tickets. Global emails are circulated regularly

outlining the benefits of the scheme and giving specific examples of the savings.

[Escrever texto]



Leaflet informing on the TaxSaver Commuter Incentive Scheme

A Bus road show was held in June 2010 at CUH to further promote the Tax Saver Commuter Scheme.

Though this promotion was targeted at staff, the placing of the bus in a prominent location on campus meant

that there was also an increase in awareness of the scheme among visitors to the hospital. The bus promotion

was held at UCC and CIT campus when students returned in September.

Bus promotion Roadshow

Many respondents to the survey indicated that Bus timetables and details of bus routes were quite difficult to

find on the Bus Eireann website and in addition timetables and route maps were posted at very few bus stops.

[Escrever texto]



To address this issue, links to bus timetables and city schematic maps are now displayed in a prominent

location on the websites of UCC, CUH, and CIT. Printed maps and timetables were also included in the

Freshers packs for 5,000 new students at UCC and CIT, together with details of comparisons in costs for bus

travel and private car and emissions for both modes.

Best outputs

Increased take-up of public transport through the Tax Saver Commuter Ticket was a clear indication that this

campaign had been moderately successful. At UCC, the number of subscribers has increased from 8 in 2004

to 38 in 2008 and 34 in 2009. At CIT, the figure is lower: 10 in 2009, but this may be accounted for by the

freer availability of car parking facilities at this institution. CUH had approximately 25 in 2009.

Obstacles and difficulties

The offer (an annual or monthly commuter ticket at reduced cost) was considered good value but had a

limited appeal and was not suitable for all. During the campaign a number of queries were made regarding

multi-trip tickets for those who used PT two or three times a week, rather than every day. The nature of the

offer was outside the scope of this project but was brought to the attention of the PT provider because of

ADDED VALUE.

Conclusions

Whilst promotion of the Annual Commuter Ticket was successful, comments and observations regarding the

offer were made available to Bus Eireann and Irish Rail which may influence the design of future incentives

to more appropriately meet the requirements of the consumer.

Meeting with Bus Eireann

A meeting was held in August 2010 with the mobility managers of the institutions and officials of Bus

Eireann, the state-sponsored bus service provider, in order to discuss the findings of the survey. It was

highlighted to Bus Eireann that the survey showed clear evidence for a shift towards increased public

transport bus usage provided a number of changes or improvements were implemented. While it was

apparent that a wider bus promotion campaign was necessary, the issue of improved information to staff and

students of the three institutions would be addressed by CCC under the ADDED VALUE project. Some

suggested service improvements were also discussed with Bus Eireann who undertook to examine the

situation. Suggested improvements included increased capacity at peak times and integrated ticketing for ease

of use.

[Escrever texto]



Materials

Global emails to all staff at UCC, CUH and CIT each year during the project, CUH local radio, 5,000 Take

the Bus flyers to students at UCC and CIT, weblinks to bus timetables and routes, 11 no. roll-up Posters, Bus

promotion roadshows at CUH, UCC and CIT.

Promotion of Park & Ride

Two of the institutions have introduced enhanced Park & Ride facilities during the lifetime of the project.

UCC operates two sites of its own with a combined capacity now extended to 430 no. spaces, with up to 4

vehicles operating on a 15/30 minute frequency. Their use of the CCC Park & Ride site increased to 100

spaces during term time with UCC providing the vehicle and the City Council providing the parking spaces.

CUH also introduced Park & Ride facilities at some of the other Health Executive-owned locations near the

city, but uptake was not so successful due to the greater availability of onsite parking at CUH.

Contact

Name: Anita Lenihan

Institution: Cork City Council

T. +353 021 4924548


Languages: English

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4.6 Bicycle rental service in the selected hotels in Vilnius,

Lithuania

Overview

Nowadays many cities face a two-fold challenge: to reduce the need for transport and thus save energy and

also to maintain, and where possible to boost local economies and quality of life.

Under the Added Value Project the Healthy City Bureau of Vilnius targeted 5 hotels which were encouraged

to promote cycling and Vilnius cycling infrastructures amongst their guests and were awarded bicycles to do

that. These hotels were selected due to their proximity to parks and the old town area that is affected by

intensive traffic. Apart from receiving new bicycles to accommodate the Bicycle Rental Service, hotels also

received benefit from a Bicycle Service Training and 28 employees were trained.


The main idea of the project was to encourage city residents and visitors to give up their cars, at least for

some time, in favor of less polluting public means of transport, bicycles or other clean, healthy and energy-

saving modes of transport. The guests of the hotels should be encouraged to ride bicycles around Vilnius.

Bike Rental System at Vilnius Hotels


- To solve problems associated with urban mobility by reducing air pollution, raising energy efficiency

and traffic safety;

- To encourage incoming and local tourism;

- To demonstrate the benefits of the bicycle infrastructures in Vilnius;

- To encourage general public to be more involved in implementing clean transport policies.

[Escrever texto]



Implementation

Hotels, SPAs, guest houses, rest houses, tourism centers, camping sites and other tourism service providers

were invited to take part in a selection process for the installation of Bike Rental Services.

The implementation consisted of:

- A bicycle service training for the hotel employees

- Carry out of the bicycle rental in the summer season of 2009 and

- Evaluation

Bicycle Service Training for the hotel employees in the selected hotels

In May-August 2009, Vilnius Healthy City Bureau arranged Bicycle Service Training events for the five

selected hotels (Centrum, Atrium, Apia, Karolina and Crowne Plaza) to promote bicycles and the city cycle

infrastructure.

The training events for the hotel employees focused on the following topics:

1 Promotion of sustainable transport

- Innovative use of the bicycle transport in the city

- Energy saving

- Development of alternative transport

2 Competence of the personnel

- Making best decisions in most complicated circumstances

- Advising local and foreign cyclists how to best use the special cycling tracks and explaining safety

requirements

3 Key cycling rules

- Traffic rules. Cyclists must respect all the traffic rules because they are equal participants on the road.

Most cycling routes usually go along motor ways; therefore it is necessary to follow safe traffic rules

and requirements.

- Speed and distance of cycling. An average cyclist rides at a speed of 10–12 km/h; he can ride for up

to 5–7 hours a day. More experienced and physically stronger cyclists ride 15–25 km/h. When there

are children in the group, their physical ability has an impact on the distance covered by the entire

group.

- Minor repairs whilst travelling. Longer trips require taking a set of tools, puncture repair kit, chain oil,

a pump, a spare tube, bolts, screws, wire and string.

- First aid kit. Even if there are no health problems, a first aid kit is necessary.

The bicycle service training for the hotel personnel was delivered by specialists from Vilnius Municipality,

Public Order Division, and Safe Traffic School.

[Escrever texto]



Dissemination

In 2009, Danguolė Vaitkienė, Director of Vilnius Healthy City Bureau, and senior specialist Sandra Čeponytė

had a meeting with the hotel representatives to introduce the Added Value Project, Vilnius cycling network

and the bicycle rental service.

On 23 December 2009, Vilnius Healthy City Bureau organized a Press Conference “Development of Mobility

in Vilnius” where all five hotels (Centrum, Atrium, Apia, Karolina and Crowne Plaza) were introduced. The

Press Conference was attended by Stanislovas Šriūbėnas, Deputy Mayor of Vilnius, Danguolė Vaitkienė,

Director of Agency Vilnius Healthy City Bureau, and the representatives of the above mentioned hotels.

The Press Conference was broadcasted on “Baltijos televizija” TV Channel (2 min) and it was publicized on

the following websites:

www.vsmb.lt, www.vilnius.lt, www.iveikliga.lt, www.ELTA.lt, http://www.karolina.lt/lt/naujienos.php,

http://www.atrium.lt/partneriai.php, http://www.newsystems.lt, http://www.uniquestay.lt./lt/page/46.

The Press Conference was also presented on Youtube:

http://www.youtube.com/watch?v=xqZYRgL2IoI&feature=player_embedded.

Beneficiaries and target groups

- Vilnius City hotels: the hotel management and staff benefited from the organised activities on

promoting environment-friendly and energy saving mobility

- Local communities: the arranged meetings and discussions raised awareness of the cycling

infrastructures and the development of clean and energy-saving transport


Prior to delivering the Bicycle Service Training for the hotel staff, Vilnius Healthy City Bureau conducted a

survey aimed at investigating the hotel employees’ attitude regarding the need for bicycle service. The survey

shows that 76 % of the respondents think that hotel guests would be in favour of such a kind of service.

Need for bicycle service for the guests of the hotels and Opinion on the need for bicycle service training for the staff of the hotels

76%

7%

17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Y es No No opinion

83%

11%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Y es No No opinion

http://www.vsmb.lt/

http://www.vilnius.lt/

http://www.iveikliga.lt/

http://www.elta.lt/

http://www.karolina.lt/lt/naujienos.php

http://www.atrium.lt/partneriai.php

http://www.newsystems.lt/

http://www.uniquestay.lt./lt/page/46

http://www.youtube.com/watch?v=xqZYRgL2IoI&feature=player_embedded

[Escrever texto]



It has been found that as many as 83 % of the respondents think that such training sessions for the hotel staff

are very useful.

There was also a survey of the hotel guests’ opinion about the bicycle service. During one month 70 guests at

more than 10 hotels were surveyed. The responses prove that most guests support the idea of providing

bicycle service facilities at the hotels, on average the positive responses amount to 76 %). The negative

attitude towards this idea is expressed by 24 % of the respondents.

Is it worthwhile to provide the hotels with bicycle service facilities?

Another survey is aimed at finding out people’s opinion about the infrastructure of cycling tracks in Vilnius.

The survey shows that most guests think that the bicycle infrastructure in Vilnius is developed insufficiently

(53 % of the respondents on average).

0%10%20%30%40%50%60%70%80%90%

100%

Marti

alis H

otel

K laip

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R eval H

otel L

ietu

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V ila V

alakam

piai

V ictoria

Hote

l

C entrum

Hote

l

Atrium

Hote

l

Apia H

otel

K arolin

a Hote

l

C rowne P

laz a H

otel

Y es

No

No opinion

0%

10%

20%

30%

40%

50%

60%

70%

Mar

tialis

Hote

l

Klaiped

a Hote

l

Reval H

otel L

ietuv

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alaka

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Centru

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otel

Atrium

Hote

l

Apia H

otel

Karoli

na Hot

el

Crow

ne Plaz

a Hote

l

Yes

No

No opinion

[Escrever texto]



Is infrastructure of cycling tracks sufficiently developed in the City of Vilnius?

Tomas Kuoras, director of the hotel Atrium, says that alternative transport is very important for the Old

Town of Vilnius, especially after it has been included in the UNESCO programme. Bicycles do not pollute

the environment; they produce no noise or other harmful effects.

Miroslav Novickij, director of the hotel Centrum, is glad that the hotel guests will have an excellent

environment- friendly opportunity to visit Vingis and Sereikiškės parks and the Old Town of Vilnius.

Barriers

There were no barriers for the implementation of the project.


- The first and the most important stage was a thorough preparation for the Bicycle Service Training

for the hotel employees. Surveys and follow up analysis was carried out in order to clarify and specify

the further activities. The collected data helped to define opportunities as well as to determine

possible difficulties and problematic areas. On the basis of the obtained results, the plan of the

Bicycle Service Training for the hotel employees was drawn up.

- After all the activities had been structured and organized, the Bicycle Service Training for the hotel

employees and dissemination were put into action. The project idea, its time and place were

presented to the residents of Vilnius by using different types of media and dissemination means: TV,

radio, the Internet, national and local newspapers, posters, flyers, leaflets, word-of-mouth advertising

etc.

- Finally, the Bicycle Service Training for the hotel employees was implemented.

- Monitoring and evaluation was carried out.

Costs/Benefits

Human resources:

241 hours for preparation, training and evaluation

Material resources:

Purchase of 25 bicycles: 15975, 75 Lt

Publicity stickers (design and manufacturing): 2500, 19 Lt

Transport expenses in different hotels: 820 Lt

Sociological survey:

3700 Lt

[Escrever texto]



Link for more information

More information is available in Lithuanian, German and English from Danguole Vaitkiene.

The Internet website address: www.vsmb.lt

Contact

Name: Danguole Vaitkiene

Institution: Vilnius Healthy City Bureau, Vilnius Municipality

T. +370 69878786


Languages: Lithuanian, English

http://www.vsmb.lt/


[Escrever texto]



4.7 ARE YOU AWARE? - radio program in Lodz, Poland

Overview

“Are you ware?” initiative is a radio programme that ISO does in the student local radio station (Studenckie

Radio Żak, www.zak.lodz.pl). During ADDED VALUE project, this programme focused on the promotion

of local public transport and soft modes (bike and walk) infrastructures. For 3 years sustainable development

was live on the air.

The programme is periodical, once per month. It's on the live with listeners' participation – they may phone

or write e-mails to the radio and share with their opinions. The programme lasts 3 hours, without

commercials. The radio station was created by students and is the only radio station in the city where one may

speak up without interruption. In average, the programme is listened to by 10 000 people. But one may also

listen to the radio in the internet in the whole country.

Each programme (“Are you aware?”) hosts guests – leaders and activists from non-governmental

organisations, decision makers, scientist and citizens who may call/write (via Internet) and ask question to

our guests or share their opinions about sustainable development, public transport and soft modes that

concern our city and region. In each programme alternative means of transport are not only promoted in

relation to private cars, but overviews regarding local and national transport policies are also made, as

planning large investments by our government and decision makers have a huge impact on future peoples’

choices.

Description of the campaign / measure

In Łódź, the use of car has been steadily increasingly in the last two decades with consequent decline in public

transport use. However, especially after Poland joined the European Union, public transport network and

cycling infrastructures has started to develop. The idea was to create new trends of behaviour among the

young, so that they would become a living example of how different you may live.With ADDED VALUE,

more and more youngsters understand the benefits of such infrastructures and in the hot season they choose

bike in daily commuting.


The objective of ADDED VALUE campaigns in Łódź was to spread to large numbers of people the idea

that public transport and bike use in daily commuting was the best option. The aim was to create new trends

of behaviour among the young, so that they would become a living example of how different you may live.

Another objective was to show people how the city has been changing for the better. The radio programme

became a platform for listeners and decision makers, some of which were often invite to the studio. People

could ask questions and get answers.

http://www.zak.lodz.pl/

[Escrever texto]



Implementation

Planning process / approach and methodology

First, it was decided to make an offer of such theme to the board of radio station. The idea of taking up on

the air an issue that touches everybody in our city was really well accepted.

Then a top list of topics to discuss was defined. Next thing was to make a list of organisation, institutions and

people to invite to the programme.

Then, the programme was promote in the Internet and outside the city. And it started.

Every programme “Are you aware?” was announced one week in advance on the dedicated website

www.czymaszswiadomsc.pl and on the local websites and media. Topics were presented and guests invited.

Each programme is downloadable from the website in MP3 format. To make it more fan and appealing, a

short comic story preceded each programme:

Comic story for “(Nie)rowerowe miasto Łódź/ (Un)bikeble city of Lodz” radio programme was “Since I drive my own car, I feel

truly free”

Altogether, 14 radio programmes were made (42 hours live on the air) about public transport and soft modes

infrastructures and the benefits of using them.


Main partner was the students local radio station – Studenckie Radio Żak. Others include local different

organisation invited as guests to the programme.

Driving force behind it (initiator) and beneficiary (target group(s)

This task was driven by The Civil Affairs’ Institute (ISO). The target group was non-users of public transport

whom the team tried to convince to give a try and move from their cars to the means of public transport or

bikes.

http://www.czymaszswiadomsc.pl/

[Escrever texto]




“Are you aware?”


For last 3 years 42 hours of the radio programme were made.

In year 2008, 4 radio programmes:

- June - city planning, building of infrastructures and how to use the space to make it more people

friendly

http://czymaszswiadomosc.pl/aktualnosci/przestrzen-w-miescie-czy-to-jest-mozliwe/

- September - bike infrastructure in Lodz

http://czymaszswiadomosc.pl/aktualnosci/rowerem-do-/

- September - European Mobility Week and Car Free Day

http://czymaszswiadomosc.pl/mowilismy-o/jedyny-transportowy-tydzien-w-roku/

- October - transport policy in the region

http://czymaszswiadomosc.pl/mowilismy-o/bezprawne-drogi/


- March - sustainable development in Lodz

http://czymaszswiadomosc.pl/aktualnosci/glos-dla-lodzi/

- May - green places in the city

http://www.czymaszswiadomosc.oai.pl/aktualnosci/zielen-w-miescie/

- July - sustainable development

http://www.czymaszswiadomosc.oai.pl/aktualnosci/czy-to-jest-zrownowazony-rozwoj/

- September - European Mobility Week

http://www.czymaszswiadomosc.oai.pl/aktualnosci/transport-zrownowazony/

- December - sustainable development projects for Lodz

http://www.czymaszswiadomosc.oai.pl/aktualnosci/lodz-jaka-bedzie/


- November – discussion about arranging space in the city in the way it would become people friendly

http://czymaszswiadomosc.pl/aktualnosci/rewitalizacja-po-lodzku/

- September - European Moblity Week

http://czymaszswiadomosc.pl/aktualnosci/debata-o-transporcie-publicznym/

http://czymaszswiadomosc.pl/aktualnosci/przestrzen-w-miescie-czy-to-jest-mozliwe/

http://czymaszswiadomosc.pl/aktualnosci/rowerem-do-/

http://czymaszswiadomosc.pl/mowilismy-o/jedyny-transportowy-tydzien-w-roku/

http://czymaszswiadomosc.pl/mowilismy-o/bezprawne-drogi/

http://czymaszswiadomosc.pl/aktualnosci/glos-dla-lodzi/

http://www.czymaszswiadomosc.oai.pl/aktualnosci/zielen-w-miescie/

http://www.czymaszswiadomosc.oai.pl/aktualnosci/czy-to-jest-zrownowazony-rozwoj/

http://www.czymaszswiadomosc.oai.pl/aktualnosci/transport-zrownowazony/

http://www.czymaszswiadomosc.oai.pl/aktualnosci/lodz-jaka-bedzie/

http://czymaszswiadomosc.pl/aktualnosci/rewitalizacja-po-lodzku/

http://czymaszswiadomosc.pl/aktualnosci/debata-o-transporcie-publicznym/

[Escrever texto]



- July - huge trucks which destroy roads, cause lots of dramatic accidents and pollute the environment

http://czymaszswiadomosc.pl/aktualnosci/tiry-na-tory/

- May - bike infrastructure in Lodz

http://czymaszswiadomosc.pl/aktualnosci/nierowerowe-miasto-lodz/

- April - transport policies

http://czymaszswiadomosc.pl/aktualnosci/drogi-dla-dobra-wspolnego/

Opportunities

Radio programmes are great opportunities to promote sustainable transportation and its infrastructure,

especially in big cities like Lodz (around 1 million people). This is not only a great adventure, but more

importantly it is a huge opportunity to get to know lots of people, organisations, institutions, decision makers

in your own town. You’re not anonymous any longer. And you really have time and chance to discuss about

very important issues on the air to hundreds, thousands of people that often do not appear in mainstream

media. You may discuss with people and change their way of thinking or even behaviour.

But first you got to find such a local radio station and convince them to give you a chance. You should

prepare your ideas on paper and be enthusiastic. If you know someone who could introduce you, use it. You

won’t be anonymous then.

If there is no local radio station in your town, but you got access to the Internet, you may do short interviews

with people from different fields. To make a record you need a dictaphone or a good cell phone. And then

you may put it in the Internet and promote the initiative in your community.



First you need to look around if there is such a possibility to co-operate with some local radio station in you

town. If yes and you would like to try find out who is in the board, who make decisions and what conditions

are to set up cooperation. If you know someone who could introduce you, use it. You won’t be anonymous

then.

The most important thing is to have a concept. You got to know what you want to achieve through the radio

programme. What are the goals and target groups? And what you would like to discuss about on the air and

with whom. If it’s possible, make a sample of the programme and show the record to the radio’s board.

You should also have the idea of how to promote the programme among the community. It’s always better to

know what listeners think and need. To find out, you may prepare a questionnaire and spread it in the

Internet, for instance. The answers will bring fresh, new ideas.


It depends on number of people involved in the whole project. If it’s one person, it should take more or less

6 months of regularly work on it.

http://czymaszswiadomosc.pl/aktualnosci/tiry-na-tory/

http://czymaszswiadomosc.pl/aktualnosci/nierowerowe-miasto-lodz/

http://czymaszswiadomosc.pl/aktualnosci/drogi-dla-dobra-wspolnego/

[Escrever texto]



Cost / Benefits

The only cost you got to pay is time. It really takes a lot of time and needs truly engagement if you want to do

it right, but the result you might get could be far beyond your expectation. Only imagination and creativity are

the limits.

Afterwards, you get only benefits. You gain new contacts. You and your organization are more recognizable

in the city. You and your ideas reach lots of people outside. Running such a program may have a great impact

on the way people think or behave.

Contact

Name: Magda Doliwa-Gorska

Institution: The Civil Affair’s Institute

T. 0048 506695200


Languages: English, Polish


[Escrever texto]



4.8 Implementation of a bicycle info point and rental

service in Maribor, Slovenia

Overview

ADDED VALUE application in Maribor had as main objectives to promote the city bus network and the

155 km bike network. The City Council believed that the daily path of population should be diverted from

individual motorized vehicles to another kind of transports, which could, in a large degree, replace cars, which

are causing congestions, harmful emissions, noise, lot of consumption of energy, traffic danger and have

generally negative effects on people and environment. Passenger’s friendly and technologically advanced bus

vehicles and road-infrastructure, which was adapted for buses, contributed to a bigger competitiveness of

buses in comparison to cars.

For increasing the use of public transport and cycling in the city it was necessary to explain the citizens the

advantages of these means of transport. In the past years, the lines of city buses were renovated, therefore the

number of bus passengers should increase. In the city centre also some new cycling paths have been built, so

that users may save up some time for waiting in traffic jams and also may contribute to improving health.

Different actions in the Municipality of Maribor took place through the whole ADDED VALUE project.

These were activities for all generations focusing on informing and raising awareness about environmental

protection. A special emphasis was put on world environmental days, such as the Earth Day, World

Environment Day and the European Mobility Week, where the citizens were invited to participate in

workshops, rent bicycles for free and joined a cycling tour around the city with free guidance.

Guided tour around the city, September 2010


Problem to solve:

- How to increase the use of city bikes to overcome short distances around town;

- How to raise awareness of the target groups about the problem of environmental pollution, mainly

caused by cars;

- How to reduce health problems due to lack of exercise;

[Escrever texto]



Objective of the activity:

- Through the non-formal education, increase awareness of environmental problems, design solutions

and the access possibility of a direct impacts on the environment;

- To promote and develop the active form of intergenerational communication on solving ecological

problems;

- With specific activities (workshops, games, tours, information, informal education), encourage the

use of public means of transport, cycling and walking;

- Target the widest possible audience, focusing on a population of children and adolescents, access

environmental information and give practical advice on how to live healthy and thus environmentally

friendly.

Implementation

Planning process / approach and methodology

- Establishment of info points "Protecting the environment and preserve nature" where kindergartens,

schools, associations, institutions, manufacturers of environmentally friendly products, are presented;

- Implementation of creative workshops;

- Establishment of info points to the free bike rental;

- Implementation of free guided tour with bicycles around Maribor streets and in this way experience

the historical site of Maribor.


In realization of the activity were engaged: representatives of the Municipality of Maribor, Maribor Tourist

Board, Slovene railways – Disability Railway company, Association of friends of youth Maribor and other

non-governmental organizations, ENIM company.

Description of measures / campaign implemented

During important environmental days in 2009 and 2010 info point and free bike rental service with bike

service for citizens were prepared. Citizens could bring their bikes to the bike service and check them for free.

Two guided tours around the city with the bikes, accompanied by a guide from Maribor Tourist Board and a

policeman on a bicycle were organized. Participants could rent bikes and helmets for free. In the first year

around 15 participants participated at both tours and around 100 participants used free bike services.

[Escrever texto]



Free rental bikes with info board, April 2009

In 2010 a bicycle info point and rental service was also organized twice. In June 2010 was organized a free -

guided tour around the city, but the weather was not so good. Therefore the participation was not great and

the tour was carried out only in the centre of town. In September the response was much bigger, and

excursions along Via Urbium were carried out and filmed in the form of short video-clip. More than 25

participants of all ages were present, either with their own or borrowed bicycles.

Each participant (as well as those who helped in the implementation) was given first aid bag for bike and a T-

shirt. Two DVDs were produced focusing on the cycling tour around the city, both in Slovenian and English,

with a message that surroundings could be experienced and admired in a different way.

Free bike service, June 2009

In both years bike rental was organized by the Slovenian Railways - Disability Railway Company and the

bicycle service was organized for free by Enim Company. During the environmental days and in the frame of

the ADDED VALUE project, the info point in the city was established. Citizens could get information about

cycling connections in the city and surroundings. The purpose was to distribute also the materials for

promotion of public transport and other environmental themes as well. Also the information about bus

routes in the city, bicycle routes and bicycle rental were available. In addition, to inform the citizens,

workshops for children were implemented, where children could create useful objects with waste materials.

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More than 2500 people came looking for information and promotion materials. At info point, visitors

answered the questionnaires about cycling, about their habits on riding a bike and what they would change to

increase the number of cyclers (about 180 questionnaires were received).

Driving force behind it (initiator) and beneficiary (target groups)

Initiator was the Municipality of Maribor, target groups were people from all generations.


“Drive me with the bike”


During the first year there was little interest in particular for the free bike rental and participation on the

guided tours, as there was no media support like there was at the end of the project, where the interest has

increased. Today, people head to the city centre on their bikes for particular purposes: they set goals and go

to work or shopping. Therefore, it is rare to find someone who will just sit on a bike and make a trip through

the city.

Factors of success

The activity can be successfully implemented if the citizens are informed on time and if there is an extensive

media support. Free rental bicycle should be well connected with other campaigns, like guiding tours, and

celebrities should be invited to participate.

Future prospects and potential for replication

In the future, and thanks to ADDED VALUE, such campaigns will continue in Maribor and it is expected

they will be even more notable. With the video clip it will be much easier to attract people to join a guided

tour around the city.


Problems arise mainly in the choice of appropriate terms of implementing the actions as guided tours, mainly

because people are throughout the day at work and pupils in schools.

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Factors of influence and criteria of success

The first thing to do is to inform the public about the implementation of such events in due time and to carry

out the actions in a way to be interesting for tourists. They will be especially attracted is if there are rewards

for all participants.

Possible barriers

Clearly a major problem was bad weather. This can have an impact on the entire campaign. Dates could be

changed; however, change of dates can have an impact on the target group. Furthermore, in case of bad

weather there are no pedestrians around, so the info point is poorly attended and workshops for children

have to be cancelled if the course is set in the open air.



Implementation of the campaign were part of the annual program

- Coordinate terms with other external institutions that will participate in the implementation,

- Prepare promotional material and questionnaires for the info stall,

- Prepare the draft for the implementation of video-clip recording,

- Obtain the necessary regulatory permits to carry out campaigns,

- Coordinate between the organizers of the campaign (the provision of bicycles and helmets, awards,

appointments, etc),

- Do the campaigns (layout info point and stands for bicycles for rent, and organizing the trip),

- Report and evaluate the implemented campaigns.


Duration of the procedure for the implementation of info point and rental service is approximately 1-2

months. Time of implementation depends on if your setting exclusively bicycles rental and bicycle service or

if any other activity will also be carried out within that campaign (e.g. a trip).

Cost / Benefits

Person hours: 400 per year

Bike rental and service: 800 € per year

Guided visit: 200 € per year

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Students on info point: 400 € per year

Video clip: 4.000 €

Other costs: 600 €


http://www.maribor.si/podrocje.aspx?id=491

Contact

Name: Saša Bricman Rantuša

Institution: Municipality of Maribor

T. +386 2 22 01 474


Languages: English, Slovene

http://www.maribor.si/podrocje.aspx?id=491


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4.9 “Try the Tram” and other PT initiatives in Almada,

Portugal

Overview

Almada implemented over the last years a new tram system that comprises 3 lines connecting the most

important areas of the urban part of the Almada Municipality, including the city center, public transport

major interfaces, universities, schools, the most of important service buildings, the most relevant local

commercial areas, some of the most inhabited residential areas, sport and culture equipments, etc. The start

of the new tram at its full operational mode happened in November 2008.

The new tram system made it possible to achieve a more coherent and truly intermodal network of public

transports in Almada. In order to make it easier for the public to take advantage of the new tram lines and the

PT network as a whole, some campaigns and tools were designed that add value to this infra-structure (and

the new PT network dimension) and captivate more users: a guide with timetables, fares and routes for all

public transports (a paper version a on-line mirror), a web-site with the best walking routes from the tram

stops/stations to the most relevant equipments/buildings/services/parks and the incorporation of the tram

information in an regional on-line PT route calculator, amongst others.

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The new Tram System of Almada


Although the existence of PT interfaces in Almada has have an increasing improvement in the last years, the

concept of intermodality and PT network was strongly handicapped by the lack of a transport that could

assume the role of the structural mode that assures the main routes and at the same time connects with all the

others, feeding them. The start of operation of the 3 tram lines in Almada boosted the PT network and made

it much faster and efficient, providing an intermediate step between the dispersed PT, such as the bus, and

the heavy commuting PT, as the boat and the train. Before the tram existed, there were two main stations that

only linked the boat or the train with buses, which meant intermodality was seriously undermined. The tram

is now the backbone of the public transport network in Almada, and a huge development in accessibilities.

Nevertheless, having the infra-structure and the network ready does not mean its potential is known and

recognized by the general public (users).

Before ADDED VALUE, there was a lack of integrated information about public transports and its

potential. Thus, producing a guide with timetables, fares, and routes associated to public transport use for all

public transports of Almada became a crucial task in order to ensure the coherence and practicality of the

network from the user’s perspective. This tool should make the intermodality visible and attract new PT users

and it did so. The PT Guide became one of the main tools of the “Try the Tram” initiatives and is here

described.

Nevertheless, integrate the tram system with tools at a regional level was also needed, as almost 50% of

Almada population works or studies out of the Almada territory. This was achieved by integrating the new

tram system in the regional “Tranporlis” web based internet PT route calculator. Furthermore there was the

need of explaining the new tram coverage when combined with walking, thus it was also needed a tool that

could show this potential, what was achieved with the creation of a Tram&Walk website and mobile

application.

This set of tools provides practical guiding to potential users but they need to be known by the users, as well

as the tram system itself. So, a set of information, promotion and awareness raising materials were also

produced, as leaflets, maps, videos, exhibitions and street events and several news articles and press releases

were created to inform people of the existence of the tram system and the advantages of its use. Children, as

the core of the future potential users, were a particular target group to address in the context of ADDED

VALUE, and several school actions and street events took place to make them know the concept and

experience the tram system.

Implementation

The “Try the Tram” initiatives started in early 2008. It was assumed that the PT Guide of Almada, created in

the scope of ADDED VALUE, would also be the first emblematic product of a future project: “Casa da

Mobilidade” (Mobility House), a mobility central structure which aims at making available all information and

services related with PT and soft modes and incorporate the coordination between PT operators. The PT

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Guide of Almada would then have its intrinsic value (compile and make available all information related to

PT) but would also act as an example of what could be the practical outcomes of the “Casa da Mobilidade”.

Having this mind, the Municipality of Almada, CMA, and AGENEAL took the leadership and assumed the

PT Guide of Almada project from the development of the concept, up to it’s design and printing, as leverage

for other projects that could enhance cooperation between PT operators that share both conflicting and

mutual interests. This meant that the contribution from PT operators, at this stage, was crucial only for

providing information and the delivery of a full guide could serve as motivation for further proactive

involvement on future cooperation.

Besides CMA and AGENEAL, all public transports partners were involved and included in the PT Guide:

Fertagus (train), TST (Bus), SulFertagus (Bus), Transtejo (boat), MTS (tram), Transpraia (beach train) and the

CMA itself (lift).

The concept of the PT Guide of Almada, was beyond the mere compilation of information from different

partners in the same publication. It implied the treatment of the data in order to ensure coherence between

different fare schemes and largely diverse modes of transport and operational frameworks, but also, and most

importantly, a series of example routes (tourism routes, commuting routes, shopping routes, etc) with travel

time and different modes of transport options from and to diverse locations.

The organization of the PT Guide of Almada had two main conceptual frameworks: it should be detailed and

also manageable. These two objectives are somewhat contradictory and a large effort was made in order to

correctly identify the trade-offs between the two. The amount of original data to process was enormous.

Hence it was necessary to sacrifice the extra detail to obtain a publication that could be used daily on a

compact size.

Cover of the PT Guide of Almada printed version

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The publication was complete and 10 000 copies were printed. Nevertheless, the knowledge that at any

moment the information included would become outdated (the more information and transport modes

included the sooner this happens), a on-line version (updatable) became unavoidable. This was not difficult to

achieve, as all the massive compiling work was done and well as the graphic work. The on-line version of the

PT Guide of Almada can be found here: http://transportesalmada.ageneal.pt

PT Guide of Almada on-line version

The link of this local tool with the regional PT information was then achieved easily with the integration of

the tram information in the Great Lisbon route calculator portal Transporlis. A new dimension was added

without great effort. Routes al local and regional level including all Almada PT modes can now be calculated

here: www.transporlis.sapo.pt

Comparation of a route calculated before and after the Almada tram integration in the TRANSPORLIS route calculator on-

line platform

The potencial of the new tram system would become complete with the creation of the Tram&Walk tool, an

on-line route calculator that combines the tram with the best walking paths to the preferred destinations in a

http://transportesalmada.ageneal.pt/

http://www.transporlis.sapo.pt/

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range of 500m from all tram stops/stations. This calculator is temporarily located here:

http://193.126.113.54/PercursosPedonais/

Tram&Walk route calculator website

A mobile version of this last service (accessible to any new generation mobile phone) was also created to

facilitate the walking routes identification while on the street: http://77.91.203.42:8080/PercursosPedonais/

Tram&Walk route calculator mobile version


“Try the Tram”

“Tram&Walk”

Driving force behind it (initiator) and beneficiary (target groups)

The main initiators of this task were the Municipality of Almada and AGENEAL. The final aim, to have a set

of complementary tools that would inform the general public and raise awareness to the potential of using the

new tram system and the PT network, was achieved within ADDED VALUE timeframe.

http://193.126.113.54/PercursosPedonais/

http://77.91.203.42:8080/PercursosPedonais/

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The goals of having this set of tools available and used daily by a significant part of the PT users and amongst

car drivers were accomplished. New and old PT users and ex-car drivers are the main beneficiaries of this

project.

PT operators also benefit from this action since it better disseminates public transports and consequently

increases the number of users.

Evaluation

The PT Guide of Almada was made available in September 2009, during the European Mobility Week, and

the results show a significant increase in the tram use in the following months, although a decline occurred

after that.

Number of monthly users of the Tram System of Almada in 2009

The integration of the tram system in Transporlis took place in September 2010 but no data is available that

can reveal it’s impact in the number of users.

The Tram&Walk web-site has recently be finished and proper dissemination had not yet occurred at the time

of this publication.

Factors of influence and criteria of success

The PT Guide of Almada had some specific objectives that made difficult a stronger involvement of all the

stakeholders. An early and deeper involvement could maybe have produced even better results and speed up

the overall process. It is extremely important to define if the objective is to produce a manageable publication

that can be used daily or a more complete one that is used for consultation. If objectives are not clearly

defined, the amount of work driven could be wasted by a poor use of the guide. The creation of an on-line

version is crucial to guarantee updated information.

The integration of PT in regional tools is mandatory for a complete maximization of the PT system potential

and depends only on the existence of such tools.

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Regarding the Tram&Walk tool, it is particularly important to link the tram stops/stations with the locations

where access is wanted by the general public, there is no point on designing walking routes to places where

nobody wants to go. Also it is necessary to realize that walking is limited to a certain distance. Walking routes

that cross gardens and parks and present low levels of noise, pollution and stress should be preferable to

shorter ones.

Possible barriers

The main difficulty with the development of the PT Guide of Almada was the definition of useful

information in order to maintain the guide in a friendly format. Associated with this also the treatment of data

in order to guarantee consistency might also imply barriers to overcome. In the specific case of Almada,

combining the information from road buses operator was an especially difficult task since there are over 60

different bus routes across the city and the operator did not have the information systematized. One must

maintain a pragmatic view and always look at the PT Guide from the user perspective and not from the

publisher’s perspective.

Information of PT changes very often which means the information is dynamic and this might cause serious

problems if there is not a designed structure and methodology to deal with this. PT operators must be obliged

to communicate any changes in timetables, prices and routes in order for the tools not to become obsolete

and loose credit amongst the general public. This applies for all the tools developed in Almada.

Another problem that can occur in the development of such an application is that the different interests of

private PT operators can make it difficult to get good cooperation levels.



As mentioned, the idea of putting together the PT Guide of Almada was set by AGENEAL and CMA.

Although this is a complex project, it is easily set up. The first step is to call for PT operators to collaborate in

providing information. Much of the information is also available on regular communication channels from

PT operators to users. The next step is to produce the contents of the guide, which includes schedules,

mapping and generating example routes for specific purposes. This is the hardest task, so organizing the

information should be done by experienced professionals in data management and communication. Finally

one should elaborate on the design, printing and distribution.

Once the PT information is systematized (timetables, prices, routes...), then it’s ready for use in other tools,

like the on-line version of the PT Guide, it’s integration in regional level tools and other tools like the

Walk&Tram portal.


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Although it is not a straightforward task, one might say that six months is a reasonable time of

implementation of the PT Guide. One month to launch the project and carry the necessary contacts, four

months to build the contents and one for design, printing and distribution. Delaying this could cause extra

work since information on public transports might become obsolete very quickly.

The on-line version can take up to 3 months to be ready, depending on the time dedicated to the task.

The integration in regional level tools is almost immediate, as the information is already prepared for the PT

Guide. It’s only a matter of converting information formats.

A Tram&Walk tool can take up to 8 months to complete: 1 month to define the concept and decide on the

informatics tools to use, 1 month to prepare the web-site structure, 4 months to define the important

locations to be accessed by walking in the nearby of tram stops/stations, define the best walking routes and

take photos of the crucial spots that define them and film the tram trips; 2 months to load all information in

the website.

Contact

Name: Pedro Machado

Institution: AGENEAL


Tel: +351 21 272 2380

Languages: English, Portuguese

OR

Name: Carlos Sousa

Institution: AGENEAL


Tel: +351 21 272 2380

Languages: English, Portuguese

5. Lessons learned: 20 recommendations to add

value to your applications

1 - Pure information doesn’t result in a satisfying behaviour change.

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Very often an information campaign alone isn’t appropriate to change people’s behaviour. The production

and dissemination of information materials must be accompanied by an action to try out new behaviour.

2 - Cooperating with schools

When organising cooperation with schools one should plan actions well in advance. Schools are contacted by

many different external sources to partake in various initiatives and time is limited. It is also important to

agree with teachers the best available time period when pupils are less stressed.

3 - Monitor your campaign progress throughout rather than just using a before and after study

Using MAX-SUMO as a planning and monitoring tool enables you to discover possible problems and risks

early on, when it is easier to carry out corrective actions.

4 - Document your campaign throughout so that there is a library of material at the end of the

campaign

Planning the documentation of the campaign is essential. Very often there isn’t appropriate photo- or video

material available once the campaign has been completed. In order to more easily repeat the campaign the

next year the whole process, contacts, costs and barriers should be transparent and documented for

implementers.

5 - Using role models

To convince people to try out new behaviour the use of well known role models could be a good idea.

Actors, musicians, sportsmen and similar may be a more popular choice than politicians. In any case these

role models should lend credibility to the behavioural change.

6 - Personalise the benefits

Campaigns for changing mobility behaviour are more successful and meaningful if the benefits are

personalised. “To save money” or “to become fitter” are better ways to encourage people to be active than

arguing about “this is good for the entire environment”.

7 - One campaign can’t fit every target group – even not every person

It is a myth that all target groups could be served with just one campaign. Campaigns should be designed to

address the specific needs of the audience. Information campaigns can focus on different type of people and

have different messages than e.g. competitions or joint bicycle trips for families.

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8 - Avoid lack of information when implementing large projects

When planning large projects that can cause upset to residents, the local economy or other users it is

necessary to organize and devise alternatives well in advance and to communicate with all parties involved so

that they are kept informed and do not have to rely on information only from the media.

9 - Cooperation between different city departments

Planning for communication between municipal departments should start as early as possible. Lack of early

communication can lead to lack of cooperation - very often cooperation between departments within a city

fails because they don’t communicate with each other or if they do it can be too late for joint planning of

activities.

10 - Repeat campaigns to stay in the mind of the citizens

Changing behaviour is a process and one couldn’t expect to change habits because only one campaign has

been carried out e.g. for 3 weeks. It is essential to maintain a presence in the minds of the target group.

Therefore a repetition or further development of the campaign is recommended.

11 - Awareness rising through theatre plays

Awareness rising via theatre is much more special and easier to understand than using standard print media.

The messages could be transferred more efficiently if it is funny and actors/actresses interact with the public.

12 - Emotions and rational arguments

Emotions are a very appropriate way to raise awareness. Once the target group is aware of the problem of

motorised transport and also of their own role, it makes sense to provide also rational arguments that support

a change of behaviour.

13 - Cooperation with media

When inviting the public to participate in events or actions, cooperation with media is recommended as e-

mails alone often are not enough. When asking people to take part in a photo competition it makes sense to

cooperate with a local newspaper for greater reach and higher impact.

14 - Plan for all weathers

When planning outdoor activities e.g. on a particular day it might be necessary to plan an “emergency

program” just in case it rains. This is especially important if the date is a fixed one like the Car Free Day or

Earth Day and activities can’t be postponed to another day.

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15 - Pilot test of materials, messages and actions

Before spending a lot of money on producing materials or implementing actions it is a good idea to test the

materials / actions on a pilot audience to check that your plans are appropriate and that the message is clear

and convincing.

16 - Make exhibitions more interesting

It is interesting not only to install the exhibition and let people to visit it by themselves, but offering guided

tours, especially for organized groups like students. Exhibitions are more attractive if they include less text

and more interactive elements.

17 - Plan resources – financial and human ones

Experience has clearly demonstrated that it is dangerous to count mainly on voluntary support when

implementing a campaign and / or on sponsors.

18 - A two step information strategy is appropriate

When planning and implementing a campaign it is imperative to inform all stakeholders and involved parties

about the objectives and implementation steps first in order to give them an edge on information compared

to end users. Not until then should the end users be informed.

19 - Give-aways and raffles motivate people to participate

People like to receive gifts. Therefore, to hand out give-aways (gadgets, maps etc.) or to implement a lottery

or raffle is an effective way to attract more people. Even if the prizes are only small or the give-aways not

really expensive.

20 - Communication tools are crucial

First check the suitability of your communication tools. More often than not it is much more effective to

write a personal letter than to use anonymous direct mailing. Face-to-face contacts are more appropriate than

telephone calls. Pictures and films, being livelier than brochures and texts, leave a more lasting impression.

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