Hi,
I'm currently designing an evaluation brief for a travel behaviour change project at the local government (Council/County) level, based on CBSM principles. The project will aim to increase the uptake of sustainable modes among users of a local 'activity centre' - defined as areas that "Provide the focus for services, employment and social interaction in cities and towns. They are where people shop, work, meet, relax and often live. Usually well-served by public transport, they range in size and intensity of use from local neighbourhood strip shopping centres to traditional universities and major regional malls." http://www.dse.vic.gov.au/melbourne2030online/content/appendix/02_glossa ry.html The project will use a range of methods to influence behaviour change, including small changes to infrastructure, information campaigns, safety improvements and incentive programs, based upon the feedback obtained in the initial consultation stage. I am interested in hearing suggestions on how to measure the influence of this particular set of interventions as separate from external, broader influences such as rising petrol prices and other travel-based programs being delivered throughout metropolitan Melbourne. It will be difficult to identify control groups, as the proposed methods will potentially impact upon all users of the activity centre, and because the target groups are very diffuse (e.g, persons who currently drive to/from the activity centre). I had considered selecting a control group from a different activity centre with a similar demographic, accessibility and availability of services but I'm not sure how useful that would actually be, as the most appropriate examples that I can think of are also being targeted by various travel-related programs. Any suggestions will be gratefully accepted, feel free to email me off-list.
Anna Strempel
Community Project Worker
Moreland Energy Foundation Ltd
PO Box 276 Brunswick VIC 3056
Ph: (03) 9381 1722
Fax: (03) 9381 1733
[email protected]
www.mefl.com.au
Comparing Intervention with Control in Travel Behaviour Change Programs
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I am very interested to see what you have to say in response to Anna from Melbourne on measureing travel behavior change. In Portland we have been working within selectively targeted areas around the city to repeatedly promote our messages, programs and shift to alternative travel modes. We have worked in three geographic areas of 10,000 to 20,000 households the last three years. We use direct mail in the form of postcards, newsletters and order forms to each household, as well as participate in every event possible in the area to get the word out about transportation options. Those that request information about any of our programs or activities stay on the contact list and are 'touched' a minimum of 7 times with our newsletters, messages, program brochures, maps and typically will participate in one or more of our activities through the year. We have groups walks, bike rides, clinics and workshops, for kids and parent audiences, women only, seniors, etc. We offer travel training for seniors, bike and walk kits including pedometers, cyclometers, coupon books for local area businesses, and other incentives in our programs. We had over 25% response rate in our target area this year and are getting surveys back from participants at a fairly similar rate. Accurate measuring of the success of our program is a little easier than for Anna in Melbourne (in a limited geographic area), but challenging still. We hired a local firm to conduct surveys as well as doing our own. I haven't seen final numbers but the sense I get from my coworker working closely on the contract is that the information is not that helpful in determining whether our programs prompted real behavior change despite having received lots of positive responses from participants. Any information/suggestions you could share for accurate survey techniques - factoring out raising gas prices for example would appreciated here in portland too.
Thanks!
Barbara Plummer
City Of Portland Office of Transportation
[email protected] 503-823-4584