Project: Behaviour Change: What Works for Transport Thinkpieces

Reference: SRE001

Last update: 01/04/2010 10:53:17


. Setting the scene - evidence and tools for developing behaviour change policies

What is happening already?
- Provide a snapshot baseline of the behaviour change policies happening across the DfT at the moment
- Provide an overview of the different techniques and combination of interventions that DfT is using to achieve behavioural change (e.g. pricing mechanisms, regulation, marketing campaigns)

What does the existing evidence base tell us about what works?
- What works in achieving behaviour change using different types of policies/interventions? NB. As well as reviewing transport examples we are also keen to think creatively about drawing on non-transport examples that can provide relevant/applicable evidence
- What is the role of education and providing information in changing behaviour?
- What works or is 'best practice' when relying on other bodies or organisations (e.g. Local Authorities) to implement behaviour change policies for DfT?
- Is there evidence on the potential aggregate impact of different behaviour change marketing campaigns on people? E.g. do lots of messages reduce or reinforce the impact?

. What works regarding specific types of behaviour change interventions?

What works regarding 'softer measures?'

- What lessons can be learnt about the success factors for softer measures (e.g. incentives or gentle persuasion techniques) as opposed to harder measures (e.g. regulation)
- Are there any examples of successful sophisticated pricing mechanisms (either non- or transport related) that might be relevant for transport behaviour change policies (e.g. to influence car purchasers to consider more sustainable models)?
- What evidence is there about successfully achieving public acceptance of such pricing mechanisms/signals?
- What behaviour change evidence can the Department draw on to understand how to overcome barriers towards initiatives such as lift and/or car sharing?
- What general lessons can we learn about how long term cultural shifts take place to make certain behaviours culturally unacceptable? E.g. there have been notable changes over time in the acceptability of things like smoking, holding discriminatory beliefs re race/sexuality/gender, domestic violence etc - among some sections of society at least - what are the driving factors behind such large scale shifts in beliefs and how do these then feed into changes in actual behaviour? How could this knowledge be applied to the transport policy context?

What works regarding new technologies?

- What evidence is there on how to influence people's acceptance and take up of new technologies? The Department is interested in understanding how new car technologies e.g. bio fuels/electric vehicles etc might be received by the public/businesses
- What is the potential for teleconferencing to reduce COČ emissions from transport?

Processes for developing tools to deliver behaviour change?

- How can we define our critical success factors at the start of the policy design process?
- What are the key questions that policy makers need to ask at each stage when designing an intervention?


This project seeks build on a wide range of existing evidence generated within and outside the Department on the issue of lessons learnt regarding implementing policies relating to behaviour change.


No contractors specified.

Contract details

Cost to the Department: £115,000.00

Expected start date: 08 June 2009

Expected completion date: 30 November 2009


Behaviour Change Think Pieces
Author: AECOM Ltd, CTS UWE, ITS Leeds, Simon Christmas Ltd
Publication date: 20/01/2010
Source: Web publication
More information:

Summary of results

  1. 6 reports