The Love to Ride and Bicycle Friendly Communities programs have both just received the Landmark designation for sustainable transportation from Tools of Change. Initial case study write-ups, based on their nomination submissions, are now available at http://www.toolsofchange.com/en/topic-resources/transportation/ Designation as a Landmark case study through this peer selection process recognizes programs and social marketing approaches considered to be among the most successful in the world. They are scored on impact, innovation, replicability and adaptability.
The panel that designated these two cases studies consisted of:
Mark Dessauer, Blue Cross Blue Shield of North Carolina Foundation
Ryan Lanyon, City of Toronto
David Levinger, Mobility Education Foundation
Patricia Lucy, Translink
Jacky Kennedy, Green Communities Canada
Nathalie Lapointe, Federation of Canadian Municipalities
Geoff Noxon, Noxon Associates
Chuck Wilsker, U.S. Telework Coalition
Phil Winters, University of South Florida Selected
Bicycle Friendly Communities (BFC) Program
The BFC Program is a positive, upstream, results-oriented program designed to get municipal decision makers thinking about how all of their programs around cycling work complementary to one another, and how those programs can be synergistically improved. It provides recognition for the hard work done by municipal staff, the leadership displayed by municipal politicians and the partnerships developed with local cycling organizations. It gives communities that apply both a measure of where they are and a roadmap into the future, using a feedback system that has been developed and refined with input from stakeholders from all areas of transportation issues. Webinar March 17, 2015. Details and registration: http://webinars.cullbridge.com/course/index.php?categoryid=3
Selected Comments from the Landmark peer selection panel
Very effective at motivating and rewarding systemic change by municipalities. This is a proven approach for influencing upstream changes, including the behaviors of municipal staff and politicians
Excitement is built in communities as they boast about their designations, first to the cycling community, then to the broader community
Gets all levels of participants involved
Great partner integration
This campaign is not anti-car but truly 'share the road'
Challenge for Change
This workplace cycling program uses stage of change to segment participants and cost-effectively tailor communications with them. By targeting information and tools specific to individual users, participants are moved along a personal journey of change. Also innovative are its use of mobile platforms like cell phones and tablets to reach the right people with the right information at the right time. In 2014, the program was being rolled out across hundreds of municipalities the UK, and had been replicated in continental Europe, Australia, and New Zealand. In 2015, the Love to Ride programme will be expanded further across the US, UK and into Continental Europe. Webinar: January 28, 2015. Details and registration: http://webinars.cullbridge.com/course/index.php?categoryid=3
Selected comments from the Landmark Panel
Replicability and adaptability are sky high!
Pragmatic, focused, innovative, creative.
Good use of electronic media to personalize messages and tools.
Similar to the sophistication of online advertisers.
Builds engagement over time. Sets the bar low enough to enable success, and then provides support and follow up to re-engage. Most challenges lack this follow-up and support.
Jay Kassirer
Cullbridge Marketing, and Tools of Change
Canada
www.cullbridge.com
