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Mobility marketing and awareness raising

Moving messages

Mobility management is a concept to promote sustainable transport and reduce single occupancy car use by changing travellers’ attitudes and behaviour. At the core of mobility management are so-called soft measures such as information, communication, organisation of services and coordination of activities of different partners.

In the field of mobility management, CIVITAS cities worked on mobility planning; public participation; and mobility marketing/awareness raising. This highlight offers insights on the last subcategory.

Cities can make urban transport more efficient by influencing travel behaviour and modal choice through campaigns, action days, educational activities, individualised social marketing measures, mobility information centres and more.

Such measures are typically used to enhance the effectiveness of so-called “hard”measures such as investments in trams lines, roads and cycling infrastructure. Mobility management measures normally cost much less than hard measures and may have a very good benefit-cost ratio.

For these reasons, the CIVITAS Initiative has realised 67 measures on mobility marketing and awareness raising in 36 different cities from 2002 to 2012. Read the CIVITAS highlight to learn about  some of the most successful and eye-catching among these to inspire other EU cities.

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