Events bring people together as well as different organisations that might not normally work together or even know about each other. They provide something visible, that can be a focal point and something to work towards. Events are also a useful hook to gain publicity whether it’s word-of-mouth or in the local media.
To be effective in changing people’s behaviour you do not just need to encourage them to try something but also get them to repeat trying it. Once it’s familiar it’s more likely to become habit. That’s why a regular programme of events can be key in generating a change in travel patterns. A themed month of activities can be a good way to do this.