Pilot project:

Raising Awareness of
alternatives to private car

Executive Summary

Written by José Laffond, María José Menduiña, Francisco Blázquez,

Javier Recalde, Aurora Garrido
March – 2020
EUROPEAN COMMISSION
Directorate-General for Mobility and Transport
Directorate B — Investment, Innovative & Sustainable Transport
Unit B4 — Sustainable & Intelligent Transport
Contact: Madeleine Kelly
E-mail: Madeleine.Kelly@ec.europa.eu

European Commission
B-1049 Brussels
 EUROPEAN COMMISSION

Pilot project:
Raising Awareness of
alternatives to private car
Executive Summary

Directorate-General for Mobility and Transport

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ISBN 978-92-76-18185-9
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 Executive Summary – Pilot project: Raising Awareness of alternatives to private car

Table of Contents

EXECUTIVE SUMMARY ................................................................................................... 6

Relevant Activities ................................................................................................. 6
1. SELECTION AND EVALUATION OF CITIES AS CASE STUDIES ...................................... 7
Review of relevant best practices in the EU ............................................................... 7
Awareness-raising case studies: selection and analysis .............................................10
Challenges detected ..............................................................................................13
2. ORGANISATION OF FIVE PILOT AWARENESS-RAISING ACTIONS .................................15
Selection of actions and methodology .....................................................................15
Action 1: Metropolitan area of Marseille ...................................................................16
Action 2: Braga ....................................................................................................19
Action 3: Granada ................................................................................................21
Action 4: Valencia.................................................................................................23
Action 5: Prague...................................................................................................26
3. EVALUATION AND ANALYSIS OF THE FIVE PILOT AWARENESS- RAISING ACTIONS,
AND DEVELOPMENT OF GUIDELINES AND RECOMMENDATIONS .................................28
Summary of the quantitative results obtained in Marseille .........................................28
Summary of the quantitative results obtained in Braga .............................................29
Summary of the quantitative results obtained in Granada ..........................................31
Summary of the quantitative results obtained in Valencia ..........................................32
Summary of the quantitative results obtained in Prague ............................................34
Conclusions .........................................................................................................35
4. PARTICIPATION IN THE EUROPEAN MOBILITY WEEK WORKSHOP ...............................37
Executive Summary
For several decades, European policies for the promotion of sustainable mobility in the
cities of the Member States have intensified. The overall design of these policies
includes awareness-raising programmes and activities to decrease the use of private
cars.

However, the evidence shows that, on many occasions, awareness-raising actions are
not properly aligned with the mobility plans of the cities in terms of meeting joint
objectives or their real adaptation to the new transport projects. The great diversity of
urban configurations in Europe and the different mobility patterns hinder the
systematic implementation of successful methodologies and practices.

Taking this into account, the European Commission's DG for Mobility and Transport
has promoted the completion of the "Pilot Project - Raising Awareness of Alternatives
to Private Car", aimed at contributing to meet the challenges established in the White
Paper "Roadmap to a Single European Transport Area-Towards a competitive and
resource efficient transport system- COM(2011) 144 final, with special reference to
the Initiative 27: Travel information - Promote awareness of the availability of
alternatives to individual conventional transport (drive less, walk and cycle, car
sharing, park & drive, intelligent ticketing etc.).

To meet these general objectives, the aim was to achieve the following specific
objectives while running the project:

1) To determine patterns and similarities in the ways of implementing social

awareness-raising measures depending on the type of cities and their
topographic, demographic, construction, climate and cultural characteristics,
among others, in a global spectrum of member countries. Covering 24 cities in
18 member countries.
2) To establish best practices, innovative measures and areas for improvement by
studying specific cases in these 24 cities analysed.
3) To develop five pilot actions that act as a real laboratory to confirm the
effectiveness of the proposed solutions and carry out continuous learning.
4) To write user guidelines for the implementation of future actions, resulting from
the continuous learning conducted in the five pilot actions in the previous
phase.
5) To publicise the study and the importance of the execution, measurement and
monitoring of social awareness-raising activities on sustainable transport.

Relevant Activities

To develop the project and achieve its specific objectives, the activities detailed below
were carried out:

1) Selection and evaluation of cities as case studies

2) Organisation of five pilot awareness-raising actions
3) Evaluation and analysis of the five pilot awareness-raising actions, and
development of guidelines and recommendations
4) Participation in the European Mobility Week Workshop
 Executive Summary – Pilot project: Raising Awareness of alternatives to private car

1. Selection and evaluation of cities as case studies

Review of relevant best practices in the EU

Following the EU classification in terms of city size, a total of 24 cities were selected
from a wide geographic area, covering 18 different Member States. The cities selected
for analysis were as follows:

1. Berlin (Germany) 9. Göteborg (Sweden) 17. Turku (Finland)

2. Budapest (Hungary)
3. Marseille (France)
4. Sevilla (Spain)
5. Brussels (Belgium)
6. Copenhagen (Denmark)
7. Lille (France)
8. Genova (Italy)
10. Kraków (Poland)
11. Vilnius (Lithuania)
12. Braga (Portugal)
13. Burgas (Bulgaria)
14. Coimbra (Portugal)
15. Graz (Austria)
16. Ljubljana (Slovenia)
18. Vitoria - Gasteiz (Spain)
19. Igoumenitsa (Greece)
20. Lindau (Germany)
21. Rivas - Vaciamadrid
(Spain)
22. Třebíč (Czech Republic)
23. Växjö (Sweden)
24. Žilina (Slovakia)

Figure 1. Figure 2. Map of selected cities

To analyse the characteristics of each city, they were clustered based on the following
parameters. The specific clustering methodology followed is explained in detail in the
Final Report of this project:

Table 1. Cluster definitions

Cluster (1) (2) (3) (4) (5)

Smaller Medium Large urban Larger urban

Size Metropolis
urban area urban area zones zones

Very bad Bad Reasonable Good Very good

Weather
conditions conditions conditions conditions conditions

Very steep Strong Moderate

Topography Gentle slope Nearly level
slope slope slope

Land-use mix Very Disperse Moderately Very compact

Balanced city
ratio disperse city city compact city city

Non-motorised Reasonable
Very low use Low use High use Very high use
modal split use

Public transport Reasonable

Very low use Low use High use Very high use
modal split use

The cluster analysis was carried out to provide a mobility profiling that would allow to
identify patterns of success across the awareness-raising actions and policies, in
accordance with these profiles. The selected cities were clustered as follows:

Table 2. Results of clusters

LAND-USE
CITY SIZE WEATHER TOPOG. NM % PT%
MIX RATIO

Berlin 5 3 5 4 4 4

Budapest 5 3 4 5 2 5

Marseille 5 4 1 3 4 2

Sevilla 5 4 4 4 4 2

Brussels 4 3 4 3 4 3

Copenhagen 4 3 5 4 4 3

Lille 4 3 5 3 3 2

Genova 3 4 1 3 3 4

Göteborg 3 3 4 1 3 4

Kraków 3 3 4 4 3 4

Vilnius 3 2 4 4 4 3

Braga 2 5 2 3 2 2
 LAND-USE
CITY SIZE WEATHER TOPOG. NM % PT%
MIX RATIO

Burgas 2 4 4 4 3 4

Coimbra 2 5 2 3 2 3

Graz 2 2 3 3 3 3

Ljubljana 2 4 4 4 4 2

Turku 2 2 4 3 4 2

Vitoria-Gasteiz 2 3 4 3 5 2

Igoumenitsa 1 4 3 3 3 1

Lindau 1 3 4 2 4 1

Rivas-
1 4 3 2 3 3
Vaciamadrid

Třebíč 1 3 3 2 3 3

Växjö 1 3 4 1 3 1

Žilina 1 2 4 2 4 3
Awareness-raising case studies: selection and analysis

After this preliminary classification of cities, efforts were focused on contacting mobility
representatives in each city to collect comprehensive information about relevant
awareness-raising actions and policies. Each city's representatives were contacted
individually by the consultancy team in order to select a significant awareness-raising
action successfully run over the last 10 years. Finally, the consultancy team obtained
information on 23 awareness-raising actions:

Table 3. Case studies and responsible institutions in each city

City Case Study Year Responsible entity

Senate Department for the

Berlin EBike Pendeln 2013
Environment

Budapest European Mobility Week 2017 City of Budapest

Promotion of the single Andalusian Regional

Sevilla 2009
contactless transport card Council

Ambassadeurs de la Mobilité Métropole d'Aix-Marseille-

Marseille 2016
(Mobility Ambassadors) Provence

Service Public Régional de

Since
Brussels School mobility Plans Bruxelles - Brussels
2006
Mobilité

Danish Government
Cycles Superhighways 2009-
Copenhagen Institution: Super
“Concept” 2017
Cykelstiter

Challenge Métropolitain du Métropole Européene de

Lille 2018
Vélo Lille

Genova Electra Project 2013 City of Genova

Göteborg Free try-out Public Transport 2010 Västtrafik

Kraków Cycle to work 2018 City of Kraków

Vilnius - - -

Braga SchoolBus 2017 City of Braga

Burgas European Mobility Week 2017 City of Burgas

Promotion of PT in basic,
SMTUC (Transport
Coimbra secondary and higher 2016
Authority of Coimbra)
education

Authority/institution : FGM-
Graz Pedelec test for senior people 2010
AMOR and City of Graz

Ljubljana European Mobility Week Annually City of Ljubljana

 City Case Study Year Responsible entity

VALONIA- Service Centre

Työpyöräile (Mobility at for Sustainable
Turku 2012
Work) Development and Energy
of Southwest Finland

Information Campaign about

Vitoria-Gasteiz the new public transport 2009 City of Vitoria-Gasteiz
network

Igoumenitsa Free bus transfer 201 City of Igoumenitsa

Lindau Stadtradeln - City Cycling 2017 City of Lindau

Rivas - Espacio sin coches (Car-free

2017 City of Rivas - Vaciamadrid
Vaciamadrid zone)

Třebíč Interchange terminal Třebíč 2017 City of Třebíč

Introduction of pedelecs (e-

Växjö 2012 City of Växjö
bikes) new mode of transport

Ministry of Transport and

Žilina To work on a bicycle 2017
City of Žilina

The methodology applied to conduct an evaluation of the actions was based on a

qualitative and quantitative analysis that allowed their results to be compared.

From a qualitative point of view, the most relevant characteristics, areas of improvement
and best practices in the opinion of the consultants were analysed. More information on
the results of this qualitative assessment is available in the case studies presented in the
Annex 1 of the Final Report.

Subsequently, the quantitative evaluation was undertaken using similar indicators that
were rationally grouped to obtain objective conclusions based on:

 Coherence: to evaluate the suitability of the case study given the context of the
sustainable mobility policy through which it was conducted.

 Relevance: to assess whether the case study provided solutions adapted to the
real mobility challenges of the city.

 Efficiency: to assess the correct implementation of each case study.

 Effectiveness: to assess whether the results and effects of the case studies were
disseminated and included in related transport policies to facilitate their
understanding and subsequent use

Figure 3. Four evaluation criteria

 Table 4. Evaluation questions by criteria

Evaluation criteria Evaluation questions per criteria

The existence of a SUMP

The existence of a related National Policy
Coherence
The alignment of the awareness-raising action with the SUMP
The alignment of the awareness-raising action with the National Policy
The identification of a clear problem and related causes within the
general description of the action
The identification of a solution focused on solving the problem given
Relevance the current modal split and external conditions. The importance of the
sustainable behaviour
promoted
Importance of the target population
Level of investment
Special targeted groups and social inclusion
Journey purpose
Efficiency Implementation period
Efficient use of media
Level of awareness
Environmental protection and reduction of emissions

Impact on future development of the transport

infrastructure policy

Level and detail of the evaluation carried out during the

Effectiveness implementation of the action
Modal split change evidence
Appearance of new sharing modes

After carrying out the qualitative and quantitative evaluation, the highest-ranked case
studies were the following:

1. Graz: Pedelec test for senior people (promotion of cycling and e-cycling)
2. Žilina: To work on bicycle (promotion of cycling)
3. Berlin: EBike Pendeln (promotion of e-cycling)
4. Braga: SchoolBus (promotion of public transport and intermodal mobility)
5. Göteborg: Free try-out Public Transport (promotion of public transport)

Success stories and implementation errors were identified from the analysis of the case
studies. The analysis was complemented through meetings with the main stakeholders of
the sector in order to contrast de information collected and to identify the main
improvement needs in relation to awareness-raising actions and policies: Polis,
Eurocities, Urbact, European Cyclists Federation and Civitas.
Challenges detected

From the results of the assessment of the case studies, it is possible to identify areas for
improvement and challenges to be overcome in the implementation of the actions by
those responsible and the institutions. These challenges acted as a basis for the
consultants to consider the type of pilot action and the proper methodology to implement
them. The challenges and areas for improvement detected were the following:

Suitability and customisation:

 Ensure that the social awareness-raising actions reflect the specific

mobility issues of the city given its urban characteristics.

After analysing the 23 case studies, we established that the actions specifically
responding to particular issues in the city were implemented in a more
satisfactory way, with a greater capability to reach the target audience. Unlike the
more ‘mainstream’ actions, those more specifically targeted at the mobility issues
of the cities or better adapted to their transport policies, showed better results in
terms of generating changes in behaviour towards a more sustainable mobility.

Monitoring and evaluation

 Develop an evaluation methodology so that the actions can be evaluated

and compared

A non-existent or insufficient level of evaluation of the actions was identified, even

with the most successful actions. Although it is difficult to have an impact on long-
term mobility parameters in a city simply through one isolated action, it is possible
to apply evaluation tools to these actions. So, a structured system was worked out
to obtain ex-post results that may be grouped and analysed by theme. A
monitoring and evaluation process were applied from the planning of the pilot
projects to their completion, based on indicators and questionnaires that make it
possible to assess the impact of the actions throughout their entire process.
Therefore, one of the major challenges in the design of the pilot actions was the
application of a methodology that was simple but useful to measure the results of
the participation in the action, the change in the mentality of the participants, the
assimilation of the objectives by the target groups, the contribution to existing
transport policies, the decrease in emissions, etc.

Continuity and generation of permanent measures

 Promote the development of permanent actions, or at least those that can

continue over time

When developed within a more general strategy (SUMP, National Guidelines, etc.),
actions or policies usually play an ongoing role in achieving advanced mobility
objectives. Actions designed and developed within general mobility strategies and
policies are more successful than individual ones. Likewise, and according to the
case studies examined, a more general mobility strategy provides the action with
a proper rationale, improves the approach towards expected results, optimises
resources and can be adapted to the general policy lifetime.

All awareness-raising actions give better results when they are aligned under a
common policy. Therefore, considering both national and local policies regarding
mobility was defined as key objective to promote the continuity of actions.
Transferability

 Find transferability patterns that may act as a starting point for future
actions

As mentioned in the first point (sustainability and customisation), each action must
be conducted independently and specifically for each issue, considering the
characteristics of each city. However, it is also crucial to consider successful
experiences already developed in similar environments. Finding transferability
actions requires an extensive research work through previous comparable actions
and campaigns.

It should be noted that transferability should never be used as shortcut to

replicate exact copies of past actions, but as tool to generate inspiring ideas. It
was a common mistake detected during the evaluation of the case studies that
should be avoided.

These four essential blocks establish the challenges that have acted as the starting point
for the execution of the five pilot awareness-raising actions.
2. Organisation of five pilot awareness-raising actions
Selection of actions and methodology

After analysing the best practices and areas for improvement, innovative actions were
defined considering the characteristics of the cities where they were to be implemented.

Discussion and agreement were mainly based on the following issues:

 Preference for those successful case studies which better met the objectives of the
mobility improvements.

 Preference for more innovative pilot actions.

 Alignment with EC objectives.

 Availability of cities for implementation according to their transferability

suggestions and the mobility objectives of their transport policies and SUMPs (or
similar).

After selecting the pilot awareness-raising actions, five cities/metropolitan areas were
chosen as the most appropriate locations to implement them.

For this purpose, the previous analysis and clustering was crucial in selecting these five
cities/metropolitan areas:

 Metropolitan Area of Marseille – Action 1: Personal Mobility Trainers to switch

from the car to sustainable modes.

 Braga – Action 2: Educational Kiss & Ride to school for parents and pupils.

 Granada – Action 3: Encouraging the use of PT among potential users in

dispersed cities.

 Valencia – Action 4: Promotion of cycling through the demonstration of

economic and health benefits involving the competent authorities.

 Prague – Action 5: Experiencing public space without traffic.

Action 1: Metropolitan area of Marseille

Table 5. Summary of Action 1 in the Metropolitan area of Marseille

Action 1: Metropolitan area of Marseille

Name of Personal mobility trainers for switching from car to
the action sustainable modes
Within the Metropolitan area the use of private car for daily trips is
extensive (48%) and the use of public transport is low (15%). Currently,
Why this city or many car users drive to work every day without having explored the real
metropolitan area? alternatives they have (e.g. public transport, cycling and walking), and
there is an increase in individual mobility instead of shared mobility (e.g.
car sharing or public transport).
The area of Marseille, like other metropolises, presents high levels of
traffic congestion and air and noise pollution due to the high use of
private car for daily trips and it has also experienced an increase in
individual mobility.
The action consists of giving tailored mobility advice to participants and
the organisation of large training campaigns at 6 different workplaces in
the Aix-Marseille-Provence Métropole, namely:
 4 large work places.
 1 university faculty.
 1 administrative building.
The organisation of training involves various specialists in mobility and
requires a collaborative framework between companies, local
government authorities and other institutional associations. in this
respect three roles have been identified:
 Action Coordinator (AC): company with expertise in mobility that
organises, supports and controls the entire development of the
action. The AC directly contacts mobility stakeholders (Transport
Description
Authorities and PT operators) to play a leading role later.
 Personal Mobility Trainers (PMTs): mobility professionals who
work for transport stakeholders within the Aix- Marseille
Provence Métropole. With the help of Workplace Representatives
(WR), PMTs contact participants and conduct the individualised
training sessions.
 Health and Safety managers and Sustainable Development
managers at workplaces (WR): the WRs' responsibility is to
engage their co-workers as potential participants in the action
and ensure the space and time necessary for the training.
Regarding the mechanism of the action, PMTs meet participants at
workplaces and provide them with personalised mobility information to
raise their awareness of the most suitable and sustainable alternatives to
car for work- based trips.
Reaching between 10 and 15 participants per workplace, PMTs are not
mere informative actors; they are dynamic and proactive trainers who,
besides the training session day, provide continuous support to
participants during the pilot action week.
Action 1: Metropolitan area of Marseille
Name of Personal mobility trainers for switching from car to
the action sustainable modes
Personal Mobility Trainers and the Action Coordinator identified a list of 9
mobility challenges that could fit with the target audience and during the
information campaign each participant could choose 3 out of the 9
challenges. All different challenges represent an alternative to private car
use:
1. Use public transport at least 4 times in a week.
2. Organise carpooling with a colleague or a neighbour at least 4
times in a week.
3. Replace 2 short car trips by 2 short bike trips for a week.
4. Use 1 mode other than the car during lunch time for a week.
5. Park the car in a park-and-ride area and continue the trip by
public transport at least once in a week.
6. Convince colleagues to go to lunch on foot at least once in a
week.
Description 7. Show other participants how to use public transport.
8. Do not use the car at all for 2 days in a week.
9. Telework 1 day in a week.
By answering an online questionnaire provided by the trainer, each
participant chose 3 challenges. then face-to-face interviews with PMTs
were held, where participants received useful information to motivate
their sustainable mobility experiences, as well as a free transport card
valid for one week.
In return, during the Pilot Action week participants were able to test the
solutions they had chosen (public transport, carpooling, cycling, walking,
etc.) while maintaining contact with their trainers.
At the end of the 7 days of experiment participants were invited to
complete a post-action questionnaire to define which routes or mode
they had changed, and to what extent they had overcome the challenges
chosen beforehand.

 Raising public awareness of the sustainable alternative modes of

transport, particularly public transport, car sharing, cycling and
walking, to travel every day, as well as the relevant health and
environment benefits.
 Making people familiar with the above-mentioned sustainable
mobility solutions with a view to encouraging them to change
their transport habits accordingly.
 Providing advice about travel solutions and routes to work.

Objectives Regarding the method, it offers the opportunity to measure the impact of
a singular pilot action in mobility behaviour and therefore develop a
harmonised protocol transferable to other actions. Thus, the action is
focused on:
 Co-conducting a replicable training method with employees of
companies and students of schools and universities.
 Defining the relevant indicators to measure the results of this type
of intervention.
 Identifying the right arguments and best practices to sustain new
mobility behaviours.

Institutions involved “Aix-Marseille-Provence” Transport Authority

Action 1: Metropolitan area of Marseille
Name of Personal mobility trainers for switching from car to
the action sustainable modes

 Technical coordination between the Action Coordinator and the

Personal Mobility Trainers, focused on objectives.
 Appointment of a Workplace Representative to engage their co-
workers as potential participants of the action.
 Delivery of an online pre-action questionnaires to participants.
 Personal interviews between PMTs and participants.
 Delivery of useful information to participants: public transport
routes and schedules, car-sharing options, mobility apps, etc.
Activities during the
action
 Useful data about benefits of sustainable transport for
participants: health, environment and economy.
 Presentation and selection of mobility challenges.
 Free-cards and tickets to access public transport.
 One-week of mobility challenges experiment.
 Personalised support by phone and email.
 Post – action questionnaires.
 Technical workshop with the Aix Marseille Provence Métropole
responsible for mobility.
Action 2: Braga

Table 6. Summary of Action 2 in Braga

Action 2: Braga
Name of
Educational Kiss & Ride to school for parents and pupils
the action
The use of sustainable modes of transport is still low, with an estimated
share of 12% for PT and 19% for non-motorised modes. Overall, the low
share of public transport exemplifies its poor competition with the private
car, especially in terms of travel time, comfort, accessibility and
Why this city or flexibility.
metropolitan area? This Pilot Action 2 is aimed at medium urban areas with a historic centre
which is often congested due to car traffic during the morning peak
hours. In fact, Braga has many schools inside its urban ring and this
situation causes to a heavy morning traffic of parents who drive their
children to school.
This pilot action aims at enhancing the School Bus Project launched by
the Braga Municipality at the beginning of September 2018 and whose
main goal is to reduce car congestion in the vicinity of schools. The
School Bus Project consists of taking students safely and in a more
sustainable way from central points located at the entrance of the city to
their respective schools. This means that the involvement of schools,
parents and children is the key to achieving a home- school mobility
behaviour not dependent on car use.
The Educational Kiss & Ride pilot action approached six schools located in
the historic centre of Braga, which were connected by bus to the four
main entrances to the city. The schools engaged were:
 Escola Básica 2/3 Francisco Sanches.
 Escola Básica 2/3 André Soares.
Description
 Colégio D. Diogo de Sousa.
 Colégio Leonardo da Vinci.
 Colégio Teresiano.
 Conservatório de Música Calouste Gulbenkian.
During the two days of the pilot action the intention was to relieve
congestion and prevent parents from reaching the schools with their cars
by making them drop the children off at a "kiss & ride" location. Parents
would be approached to make them reflect on the benefits of using the
PT system for them, their children and the whole community, especially
in terms of safety and environmental protection. Through the lessons
held and educational games on environmental issues played during the
bus journeys, the purpose was also to raise awareness among children
about alternative and sustainable modes of transport.
Action 2: Braga
Name of
Educational Kiss & Ride to school for parents and pupils
the action

 Relieve traffic congestion in the city centre and accesses during

morning peak hours.
 Raise public awareness of the sustainable alternative modes of
transport for travelling every day from home to school,
particularly by public transport, cycling and walking.
 Provide mobility advice to children, also intended to parents.
As a spin-off from these objectives, the action can contribute to the
Objectives achievement of some other benefits such as:
 Reduction of air and noise pollution during morning peak hours.
 Reduction of health problems as a result of using non- motorised
modes of transport, and reduction of urban pollution caused by
motorised vehicles.
 Encouraging multimodal mobility based on the sustainable modes
promoted for other trip purposes, such as work or leisure
activities.

Institutions involved Municipality of Braga

 Information campaign
 Workshop for parents
 Workshop for kids
 Pre-action questionnaires
Activities during the  Two-days action
action
 Educational lessons during the bus journey
 Quiz to learn about sustainable mobility
 Post-action questionnaires
 Transfer of knowledge with the Municipality of Braga to improve
the School Bus Project.
Action 3: Granada

Table 7. : Summary of Action 3 in Granada

Action 3: Granada
Name of
Free PT for potential commuters in dispersed cities
the action
The public transport system (9.7% share) is not enough compared to the
demand for daily travel in the metropolitan area. Today, the private car
is predominant (63.4%) despite the efforts of the transport authority to
provide a comprehensive transport network for the whole metropolitan
area, connecting the 33 municipalities by bus routes. In 2018, a new Metro
line came into operation between the city centre and three municipalities
Why this city or
of the metropolitan area. The action will therefore, also try to capitalise
metropolitan area?
on the large investment made in this new mode of transport. This action 3
is especially aimed at disperse urban areas where daily travellers
frequently use the car to commute to work. The main intention is to
persuade people to commit to changing the mode of transport they
currently use as well as raising awareness of the benefits of sustainable
mobility for health and household economies.
This pilot action consists of promoting public transport (PT) by delivering
30 free PT cards for a period of one week among the municipalities that
belong to the metropolitan area of Granada. It should be noted that the
free public transport offering in the metropolitan area was not open to
everyone; as shown in many examples across Europe these totally ‘free
PT actions’ do not always prove successful. Many such actions were not
aimed at people interested in changing their modal choice, but the pilot
action of Granada was. The action tailored its activities to the real
Description mobility challenges that the people face when travelling around the
metropolitan area for work or study purposes.
In this regard, this action launched a massive information campaign
around the metropolis and promoted the ‘free PT’ initiative based on a
careful selection of participants: the target audience are participants who
use the car daily to get to work and this sample of 30 individuals covered
a representative number of the metropolitan municipalities as well as all
age ranges and diverse educational backgrounds.

 Reduce the number of private car daily trips in favour of the use
of public transport in the whole metropolitan area.
 Relieve traffic congestion in the city centre and increase
accessibility during peak hours.
 Take advantage of the recent Metro line implementation in
Granada (2017). As a “light rail transit” system, Metro of Granada
aims to improve the mobility coverage of the metropolitan area,
including towns and cities such as Albolote, Maracena, Armilla
and Granada in the list of priorities to extend the network to,
Objectives
while increasing the level of accessibility to some key nodes:
university, hospitals, train station, and intermodal areas with
buses.
As a spin-off from these objectives the action could contribute to the
achievement of some secondary benefits such as:
 Reduction of air and noise pollution.
 Reduction of health problems caused by urban pollution.
 Reduction of accidents

Institutions involved  Junta de Andalucía Regional Council

 Municipality of Granada
 Transport Consortium of Granada
Action 3: Granada
Name of
Free PT for potential commuters in dispersed cities
the action

 Information campaign: local newspapers, local media, internet

and street advertising.
 Online platform for registration with frequent questions and
answers.
 Selection of 30 participants, prioritizing on meeting social
representativeness, geographical representativeness
and gender equality.
Activities during the  Development of Pre-Action questionnaires to the 30 participants.
action
 Contact the selected 30 participants (phone calls and email)
 Workshops for participants and general information of the public
transport use.
 Free-public transport week, providing personalised information to
help the participants.
 Delivery of post-questionnaire to participants.
 Evaluation and Reporting.
Action 4: Valencia

Table 8. Summary of Action 4 in Valencia

Action 4: Valencia
Name of Cycling promotion through economic and health benefits
the action involving health and finance authorities
There is traffic congestion at rush hours and cars occupy most of the
valuable urban spaces, besides being the main cause of air and noise
pollution and the unfavourable conditions for pedestrian/cycling
movements in certain areas. In fact, the car use share is still higher than
50% despite the latest improvements in modal share and cycling
promotion efforts. These policies for sustainable transport have resulted
in an improvement of PT and enabled non-motorised trips to reach
Why this city or "reasonable" levels of use. The promotion of cycling has been extensive
metropolitan area? with a major investment in a metropolitan cycling network.
All these factors should allow the metropolitan area to continue to
improve these mobility patterns and travel behaviour to achieve a more
sustainable future. Taking into consideration the favourable external
conditions, the problems of the city, the objectives of the recent SUMP,
the high level of car usage, and the current investments in the Valencia
cycling scheme 'Valenbisi', this action emerges as the most appropriate
to be implemented in this city.
The scenario of the pilot action was set around the Polytechnic City of
Innovation (CPI) of Valencia and covers a science park and an area of the
Polytechnic University of Valencia (UPV) Campus, besides dozens of
research institutes, small businesses and other university buildings.
The strategic approach to raising public awareness was to organise a
Cycling-to-Work day experience around the CPI and invite the same
participants to a workshop (Workshop 1), at which the participants
automatically entered a raffle for a bike. A more in-depth explanation of
the cycling possibilities for daily mobility was delivered over the two days
Description and participants actively shared impressions and engaged in an open
discussion related to advantages of cycling (e.g. health, environment, and
household economy) and other related drawbacks, such as safety
conditions or lack of personal hygiene facilities at workplaces.
Additionally, this scope of the action was expanded and relevant
institutional representatives were convened to a second workshop
(Workshop 2). The ideas and proposals that had emerged in Workshop 1
were summarised and debated among the congregated institutions, while
diagnosing Valencia’s mobility model and seeking to improve the cycling
conditions for upcoming awareness campaigns
Action 4: Valencia
Name of Cycling promotion through economic and health benefits
the action involving health and finance authorities

 Raising public awareness of cycling as an alternative mode to

commuting by car every day to work in Valencia.
 Promoting the benefits of cycling in terms of making savings in
the household economy and improving health and fitness.
Along the same lines, the pilot action seeks to achieve other secondary
objectives aligned with the main ones:
 Developing a ‘Cycling-to-work' day activity and a workshop to
reinforce the approach to cycling, in which people were
encouraged to take part in an open and interactive discussion.
Objectives
 Involving the local transport authority and health and finance
authorities in the action and other future programmes,
campaigns or related policies in cycling promotion.
 Reduction of air and noise pollution and the health problems
caused by urban pollution.
 Relieve traffic congestion in the city centre and accesses and
reduce accidents.
 Free up urban spaces used by cars to use as other functional
areas such as parks, terraces, or pedestrianised streets.

Institutions involved City Council of Valencia Polytechnic University of Valencia

(Ajuntament de València) (UPV)

 Sustainable Mobility Area.  Polytechnic City of

 Public Health and Human
Development Area
 Finance Area. (No answer)
 Las Naves, innovation
centre and European
projects.
University of Valencia (UV)
 Mobility Area
Innovation of the UPV
 Environment Unit of the
UPV (mobility plan of the
UPV).
Regional Government of Valencia
(Generalitat Valenciana).
 Mobility and Urban
Planning Area
 Public Health Area

 Information campaign
 Institutional information
 Definition of route for the Cycling-to-Work day and the
participation rules.
 Pre-action questionnaires
 Day 1: Cycling-to-Work
 Day 2: Workshop 1, with participants of the Cycling- to-Work
Activities during the - Bicycle raffle
action - Workshop among bike-users and non-bike users
- Post-action questionnaires
 Day 3: Workshop 2, with public administration representatives in
order to debate and provide new incentives to reinforce cycling
commuting
- Involvement of health authorities
- Involvement of economy and finance
authorities
 Involvement of environment authorities
Action 5: Prague

Table 9. : Summary of Action 5 in Prague

Action 5: Prague
Name of Promotion of cycling through the demonstration of
the action economic and health benefits involving the competent
authorities
While people’s perception of public transport is very positive and its
modal share is high (42%), we consider that the city’s structure - dense,
continuous and with a significant level of mixed uses – could propitiate a
higher number of journeys using non-motorised modes (walking and
cycling) which currently represent a modest 27% of all trips.
Also, although the use of the private car is relatively balanced (31%), the
local authorities are concerned with the problems of traffic congestion
and pollution caused by this use. They highlight the social importance
Why this city or of private car as a status symbol and the existing major cultural barriers
metropolitan area? to awareness- raising and motivational campaigns promoting more
sustainable mobility models. For this reason, an action has been
proposed to address this problem head on.
Finally, the use of the bicycle in the city is negligible, in contrast to the
widespread use in other cities with a similar structure, climate and
location (i.e. Berlin, München, Wien or Kraków). Traffic intensity and the
lack of appropriate
infrastructure are considered to be the main reasons preventing a
greater use of the bicycle.
Throughout Saturday and Sunday morning the traffic was cut and parking
was prohibited on both sides of the street by official signs produced for
the purpose. This ban was announced several days prior to the action.
During the build-up to the action various activities and resources were
set up in the street so that all the residents, pedestrians and cyclists
using the street could either take part in the proposed activities or
suggest others of their own.
The planned activities were of a pedagogical and recreational nature. Two
public displays on sustainable mobility were installed and several panels
and desks were set up to provide information about the action. A dialogue
Description on mobility in Prague was organised, while a virtual cycle path along the
street was chalked out. The virtual cycle path was made by the kids that
participated in the painting workshops.
The bars and restaurants in the street put out tables, chairs, barbeques
and other paraphernalia so the terraces would occupy the cars’ space,
and areas for kiddies’ games were prepared with toys and chalk, sports
for kids and adults, communal meals, and music to dance.
All these activities, plus the empty space left by the absent cars, were an
invitation to go down the street and enjoy it in a way not normally
possible, which made passers-by and residents reflect on the space that
traffic really “steals from us” in our day-to-day life.
Action 5: Prague
Name of Promotion of cycling through the demonstration of
the action economic and health benefits involving the competent
authorities

 To reduce private car traffic in the city, and to increase the use of
non-motorised transport firstly and public transport secondly.
 To show the possibilities of the physical conversion of streets
currently used for the rapid passage of cars into boulevards full
of life, with shops and services (car-free areas).
 To raise public awareness of alternative and sustainable modes
of transport throughout the community, and the resulting
economic and health benefits, in particular from cycling mobility.
The action may also help to achieve other objectives such as:
Objectives  The relief of congestion in the centre of the city and its accesses.
 The reduction of air and noise pollution.
 The reduction of health problems arising from urban pollution.
 The reduction of accidents.
 A change in civic standards, ensuring that sustainable of modes
of transport and public transport play a greater role in the city’s
mobility.
 A greater commitment to environmental protection and healthy
living.

Institutions involved Municipality of Prague

 Displays about ecology in the street.

 Information desks
 Parking spaces turned into terraces
 Painting workshops for kids in the time of a car ride

Activities during the  Kiddies’ games areas

action  Sports and games for kids and adults
 Cross-cutting dialogue and workshop on mobility
 Chalking of a virtual cycle path
 Communal meal
 Open air dance and street party.
3. Evaluation and analysis of the five pilot awareness-
raising actions, and development of guidelines and
recommendations
During the execution of the actions, ex-ante and post-action questionnaires were
conducted, which allowed to identify the patterns of behaviour and the probability of
change being adopted from a quantitative point of view. The methodology was followed
based on indicators, similar to those used in the evaluation matrix for the previous
phase, ensuring the comparability between the results of the different actions. The main
results were as follows:

Summary of the quantitative results obtained in Marseille

Table 10. Summary of the main result of Action 1

Indicator Description PP.1

Number of entities which have participated in the information
campaign:
Authorities 2
Universities 1
Companies (workplaces) 6
Level of participation
Municipal Departments 1
Number of persons reached by the information
59
campaign:
Number of persons who answered the Post-Action
42
questionnaire
Impact of the action
kms saved during the action 4,732
on mobility
Total Acceptance
[No. of persons who will change from their 31%
current mode of transport to cycling]
Level of acceptance
Medium Acceptance
[No. of persons willing to change from private car 50%
to cycling]
+50% aware of the real
Degree of sensitisation about: real benefits of cost of car use
Level of awareness
cycling on personal expenses, healthier life and -23% consider car
beyond mobility
environment protection discouragement key to
protect the environment
Perception of sustainable modes of transport
through the pilot action Good, considering the
Use of sustainable personalised advice
modes of transport [Surveys addressed to assess the impact of the provided by Personal
pilot action to break down barriers regarding the Mobility Trainers
use of sustainable modes of transport].
Perception of sustainable mobility as the cheapest
Very high impact of
for a healthy life through the pilot action
Sustainable mobility physical activity, walking
and health [Surveys addressed to assess the impact of the or cycling, and less use
pilot action to break down barriers regarding the of car to health
benefits of sustainable mobility for a healthy life].
Emissions
Environmental
[evidence of emission reductions since the action 37.01
protection
development] (tonnes of CO2 saved/year)
Summary of the quantitative results obtained in Braga

Table 11. Summary of the main result of Action 2

Indicator Description PP.2

Number of schools 6
Number of families reached by the information
2,500
campaign
Number of participants workshop for parents 90
Level of
Number of participants workshop for children 50
participation
Number of children participating in bus journeys
+/- 175
(days)
Number of participants pre-questionnaire 89
Number of participants’ post-questionnaires 52
Impact of the action
Kilometres saved during the action 1,500
on mobility
Total Acceptance 48.10% have serious
[No. of persons who will change from their current intentions to reduce the
mode of transport to more sustainable modes of use of the car in their
transport (walking, cycling, public transport, etc.)] movements
27.80% are thinking of
changing some or all of
Level of acceptance Medium Acceptance these trips to
[No. of persons willing to change from private car alternatives to the car,
to more sustainable modes of transport (walking, but at the moment they
cycling, public transport, etc.)] [Surveys still do not know how
conducted] they can replace these
trips by car or when they
will do so
+4.10% consider that
travelling by bike or
walking is a healthy habit
+3.90% think that
walking 60 minutes
every day is good for
their children
+1.9% consider that the
Degree of awareness of the real benefits of using
use of alternative modes
Level of awareness alternative modes of transport in terms of
of transport to the car
beyond mobility personal expenditure, healthier lifestyle, and
represents a priority in
environment protection
the fight against climate
change and air pollution
44% acknowledge the
impact of noise and air
pollution
94.5% would restrict the
use of cars in certain
areas
Not positive, due to
Perception of the safety of walking, cycling and
excessive traffic and cars
using non-motorised modes of transport in the
Infrastructure invading pedestrian
vicinity of schools
conditions zones
[Survey question focused on safety and adequacy
Traffic signalling could
of infrastructures].
also be improved
Good, increased
Environmental Perception of the relevance of environmental care
knowledge of car use as
Indicator Description PP.2
protection through the pilot action a pollution source and of
[Surveys aimed at assessing the impact of the the alternative modes of
pilot action on the awareness of environmental transport that could
care]. solve traffic congestion in
the city centre of Braga
Emissions
Environmental
[evidence of emission reductions during the pilot 225,000 g
protection
action] (kg CO2 saved)
Surveys to determine citizen’s level of satisfaction
Satisfaction 91.11%
during the implementation of actions.
Summary of the quantitative results obtained in Granada

Table 12. Summary of the main result of Action 3

Indicator Description PP.3

Number of participants (by age): 30
Inhabitants under 18 years old 0
Inhabitants between 18 and 25 years old 5
Inhabitants between 26 and 35 years old 11
Inhabitants between 36 and 65 years old 9
Inhabitants over 65 years old 4
Number of participants (by gender):

Level of Female 15
participation Male 15
Number of participants (by educational level):
Primary education 4
Secondary education 9
Bachelor degree 13
Master degree 0
Doctorate 0
Others 4
Impact of the
Car Kilometres saved during the action 2,259.30
action on mobility
Total Acceptance
[No. of persons who will change from their 43%
current mode of transport to public transport]
Level of acceptance
Medium Acceptance
[No. of persons willing to change from private car 56%
to public transport]
Degree of awareness of the real benefits of using +33% recognise the
Level of awareness
public transport in terms of traffic congestion, real cost of car
beyond mobility
healthier lifestyle, and environment protection. ownership
+24% know the home-
to-work route by PT
Perception of public transport through the pilot +13% know the urban
action bus network
Use of public
transport [Surveys aimed at assessing the impact of the +7% know the
pilot action to break down barriers regarding the metropolitan bus
use of public transport from metropolitan areas]. network
17% still don`t know
the Metro of Granada
 Indicator Description PP.3
+17% acknowledge the
impact of air pollution
on premature death
rates
+27% recognise the
impact of noise
Perception of the relevance of environmental care
pollution
through the pilot action
Environmental +13% consider that
protection [Surveys aimed at assessing the impact of the
alternative modes to
pilot action on the awareness of environmental
car can prevent climate
care].
change
-10% consider that
their giving up car
usage will not have a
high impact on
environmental care
New collaborative modes +17% recognise that
[evidence of increase in collaborative modes of cycling and walking is
New sharing modes
transport: e-car sharing, public bike sharing beneficial for short
schemes...] distance trips

Citizen’s level of satisfaction during the

Satisfaction 89%
implementation of actions.

Summary of the quantitative results obtained in Valencia

Table 13. Summary of the main result of Action 4

Indicator Description PP.4

Cycling to work 59
Level of
participation Workshop 1: annual benefits in terms of economic
42
saving and personal health
Impact of the
Kilometres saved during the action 177
action on mobility
Total Acceptance
[No. of persons who will change from their current 21%
mode of transport to cycling]
Level of acceptance
Medium Acceptance
[No. of persons willing to change from private car 79.5% will to cycle more
to cycling]
Indicator Description PP.4
+46.2% intend to
practice more physical
exercise
+35% intend to reduce
household expenditure
by using cheaper
transport modes
Degree of awareness of the real benefits of cycling +13.2% consider their
Level of awareness personal contribution
in terms of personal expenditure, healthier
beyond mobility key to preserving the
lifestyle, and environment protection
environment
+48% recognise the real
annual cost of the car
+35% acknowledge the
impact of air pollution on
premature death rates
+34% recognise the
impact by noise pollution
Perception of the safety of walking, cycling and Good, considering
Infrastructure using non-motorised modes of transport suggestions and tips
conditions [Survey question focused on the safety and from current bike users
adequacy of cycling infrastructures]. to non-usual ones

Very good, considering a

0.25 €/km incentive for
Perception of cycling promotion through the pilot
cyclists
action
Cycling Good, not considering
[Surveys aimed at assessing the impact of the pilot
extra payments
action to break down barriers regarding the use of
Good, increased
bicycles for daily mobility].
knowledge of the cycling
network
Emissions
Environmental
[evidence of emission reductions since the action] 9,690,750.00
protection
(g CO2 saved/year)
Surveys to determine citizens’ levels of satisfaction
Satisfaction 84.5%
during the implementation of actions.
Summary of the quantitative results obtained in Prague

Table 14. Summary of the main result of Action 5

Indicator Description PP.5

Number of entities which have participated in the information campaign:

Local authorities 1
Municipal Departments 1
Local associations 2
Level of Local businesses 6
participation
Number of people reached 400

Number of persons who answered the Pre-Action

26
questionnaire

Number of persons who answered the Post-Action

25
questionnaire

Impact of the action Kilometres saved during the action by using virtual
232
on mobility bike lanes

Total Acceptance
[No. of people who will change from their current 66%
mode of transport to cycling]
Level of acceptance
Medium Acceptance
[No. of people willing to change from private car to 92%
cycling]

+16% consider it
positive to incorporate
traffic restrictions for the
sake of sustainable
mobility.
95% consider car
discouragement key to
protecting the
Level of awareness Degree of awareness about the real benefits of not environment
beyond mobility using the private car
85% consider the
savings of car
discouragement
92% consider the
positive effects of cycling
and walking for health
66% agree that reducing
car use is safer

Perception of sustainable modes of transport

through the pilot action Good, considering the
Use of sustainable informative and
modes of transport [Surveys aimed at assessing the impact of the pilot pedagogical activities in
action to break down barriers regarding the use of this regard
sustainable modes of transport].

Perception of sustainable mobility as the cheapest

way to a healthy life through the pilot action Very high impact of
Sustainable mobility physical activity, walking
and health [Surveys aimed at assessing the impact of the pilot or cycling, and less use
action to break down barriers regarding the benefits of car on health
of sustainable mobility for a healthy life].

As mentioned before, all actions were analysed from a qualitative point of view based on
the main challenges identified: suitability and customisation, monitoring and evaluation,
transferability, continuity and possibility to generate permanent measures. This can be
found in Section 4 of the Final Report.

Conclusions

The preparation, implementation and assessment of the five pilot actions was conducted
in coordination with the local/regional mobility authorities, and with the support of local
companies specialised in awareness-raising campaigns. In general, the five actions
provoked a high level of interest among the public and medium-high participation levels,
although, as was suggested in the preparation, the quality of the action was prioritised
ahead of the number of participants. An evaluation system was applied in all of them, from
the action planning phase to the completion of the actions. For this, quantitative and
qualitative evaluation indicators were used to identify the impact of the action on the
participants before and after carrying it out, with the help of ‘pre-action’ and ‘post-action’
questionnaires. These indicators also create a profile of the action and its effects on
health, the environment and family finances that can be monitored by the
administrations in the short and medium term.

The most important conclusion that can be drawn is the need for continuous evaluation
of the actions. The success of the five actions has been demonstrated through their
implementation, and it has also been confirmed that their continuity contributes to
maintaining their benefits and to obtaining more information in order to replicate them in
other cities and urban/metropolitan areas. The ten most important conclusions for
improving actions, campaigns and awareness-raising policies, about sustainable mobility
in the EU can be summarised in the following “lessons learned”:

1. A detailed profiling of the cities’ urban environment and their current

mobility patterns is necessary to specify the objectives of the
awareness-raising actions and to identify the specific needs.
2. The information campaign must be adapted to the target groups for
each action in order to choose the most appropriate means of
dissemination and key messages to be shared.

3. Public participation increases when incentives such as gifts or prizes

related to sustainable mobility are offered: bicycles, electric bicycles,
electric scooters or free public transport cards.

4. Before the action is executed, a series of Key Performance Indicators

must be determined, which should be measurable and adaptable to
questionnaires in order to link them to the perception of the
participants.
5. The action or campaign must be designed in such a way as to ensure
balanced participation in terms of geographical representation
(neighbourhoods, districts, etc.) and gender equality.

6. Local support should be sought through the local authorities competent

in the area of mobility and/or environmental protection, and through
specialised companies that better understand the situation in the city
where the action is to be executed.
7. During the action it is necessary to create a dynamic and active
environment to engage participants to experience first-hand the
benefits of sustainable mobility or to get to know them through
workshops or face-to-face interviews.
8. The results of the action, obtained through the evaluation, should be
presented in a straightforward, clear and understandable format,
 highlighting the benefits in terms of reducing pollutant emissions,
health and monetary savings by reducing or suspending the use of the
car as the main mode of transport.
9. The continuity of the action after its execution and evaluation must be
sought through technical feedback with the local mobility and/or
environmental authorities.
10. The technical transfer of the action’s results to the local
authorities will generate medium-term monitoring by them.

Development of guidelines and recommendations

As a final result, based on the continuous learning obtained during the development of
the pilot actions, a guideline document has been elaborated containing the main
recommendations and best practices detected for the implementation of social-
awareness actions in the future. These guidelines will be of public use and are intended to
provide guidance to the people responsible of the transformation of modal transport in the
cities to successfully implement (and measure) their future actions.

The methodology to execute an awareness-raising action is structured into six main

action phases:

1. Phase 1: Initial conception of the action

2. Phase 2: Goal setting and measures
3. Phase 3: Planning and organisation
4. Phase 4: Information campaign
5. Phase 5: Action implementation
6. Phase 6: Action evaluation

Figure 4. : Scheme of the Guidelines

4. Participation in the European Mobility Week Workshop
Finally, the partial results and conclusions of the “Pilot Project - Raising Awareness of
Alternatives to the Private Car” were presented at the European Mobility Week Workshop
2019 celebrated on 22 March in Brussels. The presentation attracted high levels of
interest among the representatives of the attending cities. Similarly, the proposal for the
continuous monitoring and evaluation of the awareness- raising actions and their
customisation was met with general agreement among experts and cities.
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ISBN : 978-92-76-18185-9 doi:10.2832/954038