This program is a great example of a targeted, strategic approach to transport behavior change. It features careful market segmentation and barrier removal, with different initiatives for different people. In just seven months it yielded a 4.9% decrease in peak time drive alone mode share across the entire community, with corresponding increases in carpool, cycling and transit trips. This program was designated a Tools of Change Landmark case study in 2016. Listen to the program manager, Aaron Gaul, Playa Vista Compass (California) and ask questions during the case study webinar on February 24, 2017.
Designation as a Landmark (best practice) case study through our peer selection process, recognizes programs and social marketing approaches considered to be among the most successful in the world. They are nominated through an open nomination process and by our peer-selection panels and Tools of Change staff, and then scored by the selection panels based on impact, innovation, replicability and adaptability.
The peer-selection panel that designated this cases study consisted of:
Ryan Lanyon, City of Toronto
David Levinger, Mobility Education Foundation
JoAnn Woodhall, Translink
Nathalie Lapointe, Federation of Canadian Municipalities
Geoff Noxon, Noxon Associates
Phil Winters, University of South Florida
Details and registration: http://webinars.cullbridge.com
Jay Kassirer
Cullbridge Marketing, and Tools of Change
Canada
www.cullbridge.com
