Introducing green commuter plans
The creation of a new website was aimed at promoting the concept of mobility management at companies in the Rotterdam region in order to achieve a shift towards more sustainable transport modes.
Implementing sustainable mobility
Prior to measure implementation, congestion was a major problem in the densely populated Rotterdam region. Commuter traffic was identified as one of the main contributors to congestion problems, and dedicated mobility management in companies was seen as a way of raising awareness of sustainable transport options among employers and employees.
The mobility advice centre for the greater Rotterdam region, VCC-R, is dedicated to helping companies reduce car dependency. However, prior to TELLUS it did not offer an Internet-based information service. One of the objectives was therefore to create an Internet and e-mail–based information centre for employees, in the hope that the new service would stimulate employers to implement mobility management and stimulate employees to opt for sustainable transport modes.
A website was created incorporating information on several aspects of mobility management, focusing on projects in the region and aimed at promoting sustainable modes. In order to familiarise employees with the site, a number of companies were selected for an intensive communication campaign with VCC-R. Selection of companies and the direct linking of their intranet sites to VCC-R began in 2002, and the dissemination efforts continued over the next two years, including the distribution of leaflets, posters and a newsletter.
To increase the usefulness of its website, VCC-R undertook five projects:
- an annual cycling competition, during which employees can register the number of kilometres they cycled to work;
- the distribution of free public transport weekly passes in rural areas severely hit by congestion due to major road works;
- the integration of a car-pooling database in the website;
- the inclusion of specific information related to the use of scooters; and
- a promotion campaign for scooter use at a large business park.
In the first year of implementation, 273 companies were directed to the VCC-R website for information and to register for the special employee-oriented projects. In 2004, more than 9,000 employees were reached, bringing the total to around 45,000.
Some 69 percent of respondents gave a positive rating of the user-friendliness of the website. The cycling competition was particularly successful, although its impact on modal shift was not sufficiently clear to be measured.