Successful transport decision-making - Osmose

Overcoming barriers
Communication
There was considerable vocal debate about whether
cycling in pedestrian areas should be encouraged.
The project manager had good communication skills
and contacts with the media. This meant that he was
able to make sure that the benefits of the scheme
were communicated effectively and that concerns of
opponents were addressed.
Financial problems were largely avoided, as the
project did not need large public investment.
Information was carefully targeted to make sure that it
reached the public effectively.
Management
Ambitious participants helped to ensure that any
problems were overcome.
Involving politicians from the beginning helped to
ensure that the project gained the necessary support.
The politicians could benefit from the positive image of
the project, so their involvement was mutually
beneficial.
Learning from other projects helped problems to be
avoided.
Avoiding a bureaucratic management structure helped
the project progress smoothly and adapt to changes
quickly.
Financial $ €
There was no money available for continuous
monitoring and evaluation.
Using informal reports and meetings, it was possible
to keep the cost down.
Project manager
The project manager in Gävle used a variety of imaginative techniques
to persuade residents to take up cycling. He began his work by studying
similar campaigns, and included their best techniques in a strategy
plan.
He then searched for suitable sponsors. The project manager already
had extensive knowledge of local companies, so was able to tailor
suggestions. Before contacting firms, he developed a pitch that showed
them what they had to gain from backing the project. He won the
backing of several private firms, and was able to put his ideas into
practice.
Experience in Gävle showed that:
Market oriented thinking can help project implementation;
A practical approach is necessary; and
The interest of potential partners is crucial.
Also see:
Project champion
Managing resources: skills
Managing resources: costs
The project was financed by the municipality, the National Road
Administration and the Public Health Committee. The three partners
also had a say in how the project was run. Their funding launched the
project, as it allowed the employment of a project manager. He found
further funds from private companies, who sponsored campaign
activities.
The project partners believe they gained a lot through financing the
project, and are happy with how it progressed. When securing
resources, it is important to raise interest among potential partners by
showing them how involvement improves their image.
Cooperation between different authorities is sometimes difficult, but
worked well in this case as all partners had similar interests and were
committed to the initiative.
Also see:
Institutional/legal/financial barriers
Vol 1 -
Managing resources
The project manager was the key figure in making this project a
success. His task was to maintain contacts and make sure the project
made progress. He was employed by the municipality and his salary
sponsored by two project partners. At first they influenced the course of
action, but gradually the project manager became more independent.
All partners trusted him.
The project manager’s background, outgoing nature, market-based
thinking and competence made the project a success. He played a
crucial role in pushing the project ahead and in coordinating it, and his
background in marketing was seen as an advantage.
The project manager’s role is crucial - so recruit carefully!
Also see:
Management barriers
Vol 2 -
Simple map showing the cycle network.
Next
Project monitoring
Each official partner had its own reason for supporting the project. For
example, one wanted to increase helmet usage, while another aimed to
improve public health. They all wanted to monitor the project’s direction
and impact.
The project manager drew up yearly reports, and held regular meetings
with the partners. The partners also checked on progress through
occasional informal phone calls or emails. They hoped to check
accident statistics to make sure that more cyclists did not result in more
accidents. However, this was never done as there was not enough
money, and the available statistics were unreliable.
Although such an informal approach can create tensions between
partners, all were happy with the outcome in this case.
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