Full Version - Issue 7 | November 2011 - LTA Academy

Table 2: Key Measures Adopted in the Smarter Travel Sutton Project
Initiative Key Achievements
Workplace travel planning – support and
advice offered to larger employers to assist
them in the development and implementation
of their own travel plan
School travel planning – each school
was offered support and advice in the
development and implementation of their
own travel plan
Personalised travel planning – every
household was offered tailored travel
information and incentives to use appropriate
sustainable modes. Residents were also
targeted through doctor referrals
Car clubs – on-street vehicles that can be
booked in advance and rented out by the
hour by car club members
Promotion of cycling – provision of cycle
training, additional on-street cycle parking
spaces, themed events
Marketing, awareness and promotions –
major festivals, events and roadshows, direct
marketing campaigns, incentives and rewards
The case study of Sutton offers some
interesting and useful lessons in behaviour
change that should be considered in the future
application of TMM. Although the project has
achieved measureable success, the adoption of
some behavioural change theories could have
increased the level of effectiveness of the overall
approach taken. The Diffusion of Innovation
Transport Mobility Management: Small Changes - Big Impacts
• All major employers engaged; 16,000
employees covered
• Average 2% reduction in car use for work
trips
• First London Borough with 100% school
travel plan coverage
• Average 5% point reduction in car use
for trips to school (some schools achieved
reductions as high as 17%)
• 52% of the participants who participated
in the doctor referral scheme reported
reducing their car use
• 300 car club members and 16 vehicles in
the scheme
• Average utilisation equates to six hours per
day per car
• 50% increase in the number of recorded
cycle trips compared to stable levels across
other outer London Boroughs
• Increase in awareness of available
alternative travel modes
• Contribution to mode shift results, e.g.,
13% growth in the number of bus
passengers in the borough compared to a
9% increase in an adjoining borough
model explains how a new technology or
idea becomes adopted by a population.
Those people who are first to adopt the new
technology or idea are described as Innovators,
followed by Early Adopters, Early Majority, Late
Majority and Laggards. They can be arranged
linearly on a bell curve as shown in Figure 2.
JOURNEYS | November 2011
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