Staveley Green Transport Initiative

Staveley Green Transport Initiative has pioneered community-run individualised travel marketing
Staveley Green Transport Initiative has pioneered community-run individualised travel marketing
© Staveley

A Cumbrian village has launched a innovative community-run individualised travel marketing scheme

Volunteers created a list of available local travel information, a Travel Information Sheet (pdf) setting out  a list of different information that could be requested. They then delivered a copy to the door of every household in their community. Although most of the information was produced by other organisations, they did produce a handy summary of buses and trains serving their village, a Bus Train Information Sheet (pdf), which is designed to be put on fridge doors where it can easily be seen.

While the response rate was high for households that were in when visited, it was much lower for those that weren’t, probably because the leaflet was thought just to be another piece of junk mail. Being in a rural area a major difficulty in encouraging people to change their travel habits was the lack of other options or the cost of them, particularly the bus. In addition older people made up a significant proportion of the population and they were less likely to consider changing their travel habits because they were ‘too old for this sort of thing’ or did not travel much. Despite these problems, there was blanket awareness of the initiative and about 200 households became involved, twice the number originally aimed for.

You can see examples of the information they have produced as well as read about what worked best in their 2009 annual report.

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