Case Studies
Sally Cairns, Lynn Sloman, Carey Newson, Jillian Anable, Alistair Kirkbride and Phil Goodwin
Department for Transport (UK).
Published in
Submitted by
Peter Midgley
Related theme(s)
Urban Mobility
Europe (EU)
United Kingdom

Smarter Choices – Changing the Way We Travel

In recent years, there has been growing interest in a range of initiatives which are now widely described as ‘soft’ transport policy measures. These seek to give better information and opportunities, aimed at helping people to choose to reduce their car use while enhancing the attractiveness of alternatives. They are fairly new as part of mainstream transport policy, mostly relatively uncontroversial, and often popular. They include:
– Workplace and school travel plans;
– Personalised travel planning, travel awareness campaigns, and public transport information and marketing;
– Car clubs and car sharing schemes;
– Teleworking, teleconferencing and home shopping.

This report draws on earlier studies of the impact of soft measures, new evidence from the UK and abroad, case study interviews relating to 24 specific initiatives, and the experience of commercial, public and voluntary
stakeholders involved in organising such schemes. Each of the soft factors is analysed separately, followed by an assessment of their combined potential impact.