Presentation by Kevin Mayne at Veloforum 2012, Yevpatoria (Ukraine)

1. More cycling is behaviour
change!
Kevin Mayne
Development Director
ECF

2. Contents
• Why behaviour change matters
• Getting to “change”

3. Why behaviour change matters
3

4. Our objective
• More people cycling,
more often
4

5. More people, more often =
• City X
• 100,000 population
• 200,000 daily trips
– 1% mode share = 2000 trips
– 1% switch to cycling
• 500 people start cycling daily
• 3000 people start cycling regularly
– Who are these people? Where do they travel?
Why?
5

6. People?

7. Purpose?
Journey type Share Average Trip characteristics favouring Trip characteristics hindering
of all trip (m) cycling cycling
trips
Commuting 15.3% 8.6 • Routine journey enabling route to be planned • Well established routines
in advance • Dress requirements,
• Status considerations,
• Car needed for work
Business 3.4% 21.0 • May include regular trips between local sites • Time-bound journey at uncertain times and
to unfamiliar destinations
• Dress requirements
• Status considerations
Education 6.6% 3.2 • Routine journey enabling route to be planned • Need for adults to escort very young
in advance children
• Strong demand among young people • Perception of road traffic danger
Escort to 4.6% 2.5 • As above • Need for trip-chaining among parents on
education the way to work
Other escort 8.0% 5.0 • Need for person escorted to cycle
Shopping 21.0% 4.4 • Many shopping trips still light and local e.g. • Increasing reliance on weekly supermarket
newsagents, store • Need to carry heavy loads
Personal 10.3% 4.6 • Destinations (e.g. hairdressers, dentists/ • May be unfamiliar, time-constrained trips
business doctors) tend to be local
Visiting 17.5% 8.3 • Leisure trip with few time constraints, mostly to • More likely to involve group travel
friends/family well-known destinations
Sport / 6.1% 7.4 • Leisure trip with few time constraints • More likely to involve group travel
entertainment • May be for personal health/fitness
Holiday / day 7.2% 12.5 • Strong appeal of recreational cycling • Less routine trip to unfamiliar destinations
trip/ other • Opportunity to cycle at destinations
7

8. 10,000
Place?
Middle class University
homes School 3000
1000 students
pupils
School Business
1000 district
pupils 10,000 jobs
Popular Station
park 5,000
School users
1000 8

9. How to find out?
9

10. Cycling behaviour change
lesson 1
• More people cycling, more often means
knowing which trips we will change:
– People
– Purpose
– Place
10

11. Other useful knowledge
• Critical mass effect
• Attitudes to cycling
• Tipping point
• Safety in numbers effect
11

12. Critical mass effect
• The point at which
cycling is not
“unusual”
– I know someone
who cycles
– People like me cycle
– My family cycles
– Cyclists are not
weird, crazy, mad or
dead
12

14. Critical Mass = Tipping point
14

15. 15

16. Our behaviour change picture is
building
16

17. Behaviour change lesson 2
• We invest • Increased potential
– In specific people for critical mass
– In a place • Reach a tipping point
– For a trip purpose quickly
• Get a 1% mode share – Realistic prospect of
change change
– 5% mode share in one – Increased potential for
place more effective safety in numbers
than 1% mode share – Return on investment
everywhere – financial and political
17

18. Now to change!
• You have selected
– People
– Purpose (s)
– Place (s)
18

19. Prepare
• Routes
• Environment
• Infrastructure
• Cycle parking & storage
• Test & hire bicycles
• Human resources – leaders, trainers,
mechanics, events
19

20. Behaviour change – make the
incentives outweigh the barriers
Incentives Barriers
Status Fear
Money Isolation
Sex Ridicule
Health Cost
Time Time

21. Thinking about cycling?
Exercise
School Travel 2009

22. Parents only
School Travel 2009

30. Kids only
School Travel 2009

39. Teenagers only
School Travel 2009

49. Cycling Promoter
School Travel 2009

55. Type s of Bike Club a ctivity
Training, off-road, BMX, expedition,
maintenance, etc.
Examples with photos
School Travel 2009

57. Proven successes
• “Bike to” campaigns:
– Work • Sample/try out
– School • Training
– Station • Women only
• Champions/leaders • Medical referral
– School
• Ciclovia/car free days
– Community
– Workplace
• Holiday schemes
• Community/work/school • Public bike share/ hire
– Competition
/lend
– Challenge
– Volunteering 57

58. Behaviour change: Timing
• Triggers for change:
– New job/school
– Higher education start & end
– Social situations/group events
– Illness/poor health
– Financial crisis
– Relationship change
– Holiday
58

59. Time to change!
• The right interventions
• For the right audience
• At the right time
59

60. Summary
• Behaviour change is the science of human
change
• It is the science that should guide every
cycling strategy, plan and intervention
– People
– Purpose
– Place
• More people cycling more often

61. Thank you for your attention!
For more information
k.mayne@ecf.com
www.ecf.com