Active Mobility Consultancy (AMC) Campaigns

Basic Information


English, German, Polish, Spanish

Latest update


Free of charge

Application time

12 months

Assistance required

Experts selecting appropriate target area and group as well as for designing the campaign and evaluation

Assistance data

public transport data, spatial and household data

Tool type

Guidance document / Manual Method / Approach

Application area

  • Analysis, scenarios and measure selection
  • Evaluation and monitoring

Target Audience

  • Rural areas


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

  1. the active process of informing people about public transport services based on their individual needs, rather than expecting people to look for information themselves;
  2. the implementation of several active measures aimed at reducing barriers to public transport use; for example hands-on traveller training for older people; and
  3. the consideration of feedback received through dialogue with public transport users and the active adaptation of services, taking their needs into account.

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.

Good Example

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.

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Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of CINEA. Neither the European Union nor CINEA can be held responsible for them.

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