Overview of King County “In Motion” (on the NSMC website) #
King County In Motion applies community-based social marketing techniques to encourage residents to choose alternative modes of transportation. It replaces drive-alone travel (single occupancy car use) with other options.
Abstract #
The program first conducts research in each neighbourhood to ensure its messages are tailored to each community. For the initial implementation this included interviews with community and business leaders. It also included discussion groups with residents and community leaders in each neighbourhood.
Common barriers to changing personal travel habits have included the following.
- . Personal safety
. Lack and shortcomings of alternative transport services
. Inconvenience
. Hills and topography
Common motivators have included the following.
- . Personalhealth benefits
. Community connection
. Avoiding parking hassle
. Environmental concerns
Each programme lasts 10 to 16 weeks. Interventions include the following.
- . Mail-outs of travel information to all residents
- . Residents pledging to commit to change two trips a week from drive-alone to any other travel mode
- . Rewards for those who pledge
- . Posters and materials in local businesses and community centres; and
- . Local leaders recruited to promote the programme.
Impact #
At the time of publication, the program had achieved the folliowng results.
- . Engaged over 10,000 individuals who have reported changed travel behaviour
- . Participants have reported saving a total of over 1.7 million vehicle miles travelled
- . Over 90 per cent of participants have reported that they expect to be able to continue some or all of the travel changes they began during the programme
- . Each neighbourhood has reported an average 20 per cent fewer drive-alone trips
- . Each neighbourhood saves an average 35 tonnes of CO2 during the 10- to 16-week programme
Access the King County “In Motion” Case Study #
This listing summarizes the full-length case study on the National Social Marketing Center’s website at http://www.thensmc.com/resources/showcase/motion.
Location #
King County, Washington State, USA
Keywords #
Drive-alone, In Motion, KIng County, TDM, Transportation Demand Management
