Sustrans, the charity behind UK's National Cycle Network - a cycling network going through the entire country - is also behind another grand project: TravelSmart.

TravelSmart, in operation since 2001, is a project that goes much deeper than just building an infrastructure for sustainable travel; it aims at triggering behavioral change in one's travel approach. As Sustrans says in its own words, 'TravelSmart holds the key to one of the greatest environmental and social challenges of the 21st century; reversing the trend towards increased car use and tackling its impacts on climate, public heath and quality of life'. Indeed, it isn't enough to simply put cycling lanes everywhere: a change in people's thinking must take place concomitantly and initiating that change is the hardest part.

To promote green travel, TravelSmart provides information on sustainable transport directly to people's doors. This information pack is completely tailored to each household, a procedure called the Individualised Travel Marketing (ITM). The information is varied and, depending on the household, includes walking maps, cycling maps, timetables for trains and buses, guides, information on card discounts and active travel advice. The most unfamiliar with sustainable travel are also given support such as home advice sessions or local experts on walking and cycling.

ITM has been applied to more than 280,000 households so far and in various places across the UK such as Exeter, Lowestoft, Watford, Somerset and Gloucester. Currently, it is working in Derry, Ipswich, Wales, Broxbourne and Croxley Green. By monitoring the use of public transport and surveying travelers, Sustrans has been able to assess the impact of TravelSmart. Since the beginning of its work, the project has, on average per person and per year, decreased car trips by 12% and simultaneously increased cycling by 25%, walking by 19% and public transport use by 25%.

A change in thinking is a crucial precedent to behavior change, and TravelSmart's traveler-focused approach is a great initiative towards travel change. By giving the why and the how to, it has been able to encourage people to make little changes when and where possible - with huge benefits on our environment and our well-being.

Be the first to comment on this.