Range of options

Range of options

From changing how you communicate with people to ideas on how to use physical changes to 'nudge' behaviour

You can simply use the information here to influence how you plan and how you communicate travel initiatives in your area.

If you want to go further in terms of promotion, you can use a range of different ideas set out below. They work better when you use a range of them together, such as in a local campaign. Campaigns are most effective when they consist of a few bursts of activity, such as two weeks a year, so that they are noticed but also become regular enough for people to become involved. Spring after the clocks go forward and September at the start of the school year are good times.


Besides creating travel information - see the specific section on this - publicity and advertising can be very effective. Using celebrities can help you get publicity but they are not the only role models you should consider. Highlighting how different types of people, for example ‘just like you and me’, have changed their travel habits can be a great way to show that anyone can do it too.

Individuals and organisations are more likely to listen to a trusted, independent source, such as doctors. Information that is individualised is very effective but if localised, such as focused on your village or neighbourhood, that’s also likely to be listened to.


There’s a huge range of different types of events you can run, as well as having a stall at other people’s events. This is covered separately in the organising events section.


People are much more likely to do something if they feel they are getting something for free or at a reduced price, particularly if the offer is time limited. And they are much more likely to do something that they have recently tried out a few times.

Don’t forget incentives for the people who are already travelling sustainably. You shouldn’t take them for granted, as they may change their behaviour if you don’t reward them.

Examples include:

  • Vouchers and other special offers: free public transport tickets, discounts on passes, free credit (such as when signing up to join a car sharing scheme), local shop loyalty schemes

  • Admission discounts: the Eden Centre in Cornwall, for example, offers reduced admission prices for visitors who can show they have arrived by public transport or cycle

  • Freebies: cycling breakfasts reward people who cycle past on their way to work

  • Prizes: you can enter people who take public transport, lift share etc into monthly prize draws.


While working with people on an individual basis needs more resources, it can be very effective if carefully targeted. Key examples include personalised travel planning and cycle training - both of which are covered in their own sections.


The measures above focus on information and incentives. There are also physical changes you can consider, such as to street layouts. 

Even simple measures can nudge behaviour. Ensuring a bus stop and cycle parking are highly visible and convenient, such as placing them directly outside a hospital or leisure centre entrance, with all but disabled car parking further away can help. Some actions will influence higher as well as lower rungs of the ladder - reducing speed limits can enable choice by making walking and cycling safer, they can also disincentivise driving.

Ladder of nudging

Eliminate Choice

Restrict Choice

Guide choice by disincentives

Guide choice by incentives

Guide choice by changing the default policy

Enable choice

Provide information

Do nothing



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