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Active Mobility Consultancy (AMC) Campaigns aim to overcome subjective barriers to public transport use and to highlight the clear benefits of sustainable modes such as walking and cycling in terms health, safety and climate. The ideal implementers are therefore public transport operators or public authorities at the local or regional level.
The main goal of this tool is to promote the use of existing public transport services in rural and peri-urban regions through a personalised travel marketing approach. It is accompanied by active measures targeted to inhabitants or particular demographic groups, which are also given the option to provide feedback on the current public transport supply.
The word active in active mobility consultancy has a threefold meaning. It refers to
An important aspect of the approach is that it does not assume major new investments in (rural) transport services, which are unrealistic in many areas, but instead focuses on promoting and making the best use of the available services and resources.
The concept of active mobility consultancy (AMC) campaigns has been successfully implemented as part of the EU-funded project SmartMove in eight European regions. Every SmartMove AMC campaign addresses a specific aspect. Within each of the eight regions, several hundreds of households were contacted. Active mobility consultancy has proven effective and efficient to increase user awareness and make people use public transport more often. The increased ridership helps to sustain and improve public transport service levels.