Events, products and services of the promotion campaign were structured around four important periods: • 5 June - World Environment Day; • 16 -22 September - European Mobility Week; • 6-30 October – Iasi Celebration; • 8 November - World Town Planning Day. From June to September 2010, promotional materials (see section 4.2 for examples) were distributed in parks and on the main boulevard of the CIVITAS Corridor. Thus the campaign reached students from two major campuses. The intention to reach the target audience was led by the slogan ”We move the future” broadcasted through TV and radio spots, newspaper promotional layouts and the website www.viitorinmiscare.ro.
From the questionnaires’ results we noticed that the percentage of people aware of the sustainable transport benefits increased after the promotional campaigns to 50% in 2012 compared to 2009. Within the acceptance level indicator, we evaluated several aspects. First, people were asked about the negative effect that heavy traffic has on the environment. We noticed that citizens’ agreement level, regarding this matter, increased from 67% in 2009, to 77% in 2011 and 87% in 2012. Secondly, in 2012, 77% of the interviewed persons have agreed that using PT vehicles, instead of personal cars, helps to create a cleaner, less polluted city in 2012, compared to only 47% of them registered in 2009. Thirdly, in case of a proper bicycle lane infrastructure in the city, 42% of citizens answered in 2012 that they would use bicycle as a daily mean of transportation. In 2009 only 12% of them were willing to change their transportation habits. The last indicator assessed was the perception of accessibility. Surveys revealed that passengers’ perception regarding the accessibility to a modern public transport service increased from 25% in 2009, to 47% in 2012.