Bicycle Network: Support & Promote
Promoting cycling - Cycle Instead project
The Cycle Instead project was aimed at encouraging people to think about using their bicycle instead of the car for some of their journeys
In late 2003 Bicycle Network Victoria ran the Cycle Instead campaign in Greater Shepparton.
Project aims
To replace 50,000 motor vehicle trips up to 10km and increase bicycle use by 40% in Greater Shepparton in a 2-month trial period through a Cycle Instead media and community campaign.
Method
Intervention: TV, radio and print materials, linked to free local bike rides, bike basics courses and incentives to cycle to local businesses.
Evaluation: Telephone survey of 300 randomly sampled people in Greater Shepparton, conducted in September 2003 and December 2003. The results were independently analysed.
Results
Decrease in car trips: There was a decrease of 173,687 car trips (3.35% decrease) in Greater Shepparton (population = 42,191) during the 2-month trial (average length 7km).
Greenhouse abatement: The decrease of 173,687 car trips in Greater Shepparton gives a greenhouse abatement of 255.7 tonne equivalent CO2 (assuming average of 7km per journey, in an average 4 cylinder petrol car with a fuel consumption of 9L /100km).
Increase in Cycling Trips: There was an increase of 95,071 cycling trips (38.8% increase) in cycling trips in Greater Shepparton during the 2-month trial.
Promotion: 35.9% of respondents (15,147 people) said the promotion had encouraged them to ride more, and 34.6% (14,598 people) said the campaign had encouraged them to consider alternatives to driving.
Conclusions
The data indicates that the Cycle Instead campaign has exceeded the key objectives of reducing short car trips and increasing cycling. In addition, it appears that motivation for continued behaviour change - reducing driving and increasing cycling - was exceptionally high.
For more
The full final report can be found at right as a PDF.