Promoting e-bike and car sharing
The main goal of this measure was to promote (e-)bike and car sharing through an information and awareness campaign which highlights the benefits of using a shared car or bike when compared to the costs - both economic and environmental - of owning a car, as well as cycling safety tips targeting both drivers and cyclists.
The campaign was supported by a study on the cost of owning a car and evidence-based messages to encourage safer cycling conditions.
Implementing sustainable mobility
The information and awareness raising campaign was launched to promote the services of (e-)bike and car sharing, provided on the islands since 2016/17 and to educate the public on cycling safety.
Data collection through desktop research and surveys was carried out in order to measure the success of the campaign. The introduction of shared mobility services in Malta is still very recent, and not all segments of society are ready to embrace such forms of transport. Repeated exposure to new information is necessary for people to internalise this.
It was found that younger respondents have a more positive attitude towards both bicycle and car sharing, as well those with a higher education level. These findings can be utilised in a more targeted marketing campaign focused on ‘early adopters’ of shared mobility services.
Study on costs of owning a car
In order to provide input and make the campaign more meaningful, a study was commissioned in order to assess the cost of owning a car in Malta and compare said cost with the cost of using shared services. This study took into consideration various expenses associated with private car ownership, including the initial cost of buying a car, depreciation costs, maintenance costs, fuel, insurance, road license, buying/renting a garage etc.
The results were used to formulate the campaign message. This factual information made the campaign more effective as the public was presented with current information which they can evaluate.
Analysing the impact
Two concession tenders were launched by the Maltese Government to introduce e-bike and car sharing services on the island during the course of the project. A repeated cross-sectional telephone survey was conducted in three waves to understand people’s awareness (correct definition) and acceptance (willingness to use) of bike and car sharing, as well as their perception of cycling safety.
The samples are representative of the general population in terms of age, gender and living district (95% confidence level, 5% error margin). The different waves surveyed different people, in an attempt to capture changes in awareness and acceptance of the new shared mobility services and the effects of an information campaign run in late 2018/19.
Awareness level – ex-post survey showed that 17% of the respondents are aware of bike sharing and 20% of car sharing.
Acceptance level – ex-post survey showed that 12% of the respondents are aware of bike sharing and 16% of car sharing.