SUSTAINABLE TRANSPORT ISSUES

In response to global and national concerns about the environment as well as local needs, the government and local authorities have been reviewing their policies on road building and moving towards more balanced transport strategies. Local authorities are now required to develop a strategy for car reduction and a cycling strategy; much funding is linked in with a broader provision for all transport through the Local Transport Plan.

While most people have concern for the detrimental effect that the car is having on the environment, and local communities no longer want the car to dominate their residential and shopping streets, the task of persuading substantial numbers of people to change their mode of transport will not be easy.

Many local authorities have joined TravelWise or similar public awareness campaigns, which aim to raise awareness of the issues and to publicise the alternatives to using the private car.

LARSOA recognises that in encouraging changes in modes of transport from the car to those that currently have a higher accident risk, there are likely to be conflicts with accident reduction targets. There is, however, a major role for road safety officers to use their experience and skills to promote TravelWise and to ensure that safety and accident reduction remain high on the agenda within it.

THE ROLE OF THE RSO
• at the strategic level, to contribute to the development of local plans and strategies for cycling, walking and car reduction
• to use their experience in the field of publicity and awareness to help develop campaign strategy and programmes
• to contribute to the development of the brief for any advertising and to advise on selection of agencies, message and media
• to support the introduction of local schemes and measures with appropriate public information, education and training
• to facilitate training in cycling skills to adults returning to cycling
• to facilitate pedestrian training schemes for schools
• to support TravelWise and Don't Choke Britain initiatives - such as 'Walk to School' events, cycle to work and car free days - and to ensure that safety is given a high priority within them
• advising on the monitoring and evaluation of public awareness campaigns

MONITORING AND EVALUATION
TravelWise and similar campaigns are long term initiatives and are unlikely to pay returns in changed behaviour in the short term. Base line data on travel patterns within the authority should be established and changes in behaviour should be monitored over a number of years.

It is likely that if large budgets are spent on advertising, some measure of its value will be required to establish the success of the campaign. This should include evaluation of the appropriateness of the media, the proportion of people who have seen the advertisement, and acceptability and understanding of the messages.
 

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