National Social Marketing Centre

Choose How You Move

Last updated: 16 May 2011

Key facts

Topic
Target audience
Location
Dates
April 2004 to March 2009
Organisation
Worcestershire County Council
Budget
£4.4 million (over 5 years)

Contact details

Website
Worcestershire County Council
Contact
01905 765 765
 

Overview

Choose How You Move was a council-run initiative to encourage the widespread take-up of sustainable transport options, with the aim of reducing congestion and car dependency, alongside the added benefits of improved health and fitness.

Worcester was selected as part of the Government’s Sustainable Travel Demonstration Town Programme, alongside Darlington and Peterborough, to pilot the use of ‘smarter choices’ measures in reducing car use. The programme offered improved public transport infrastructure, cycle routes and pedestrian access, plus a variety of incentives and personalised travel advice.

Results

There were notable changes in travel mode choice across Worcester between 2004 and 2008. Based on surveys with representative samples of more than 4,000 people before and after Choose How You Move, there was a relative:

  • Reduction of 7 per cent in car-as-driver trips per person per year
  • Reduction of 4 per cent in car-as-passenger trips
  • Increase of 11 per cent in walking trips
  • Increase of 19 per cent in bicycle trips
  • Increase of 20 per cent in bus trips
  • Estimated saving of around 3,900 tonnes of CO² per year from personal car use
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