Community Research and Development Information Service - CORDIS


MIRACLES Report Summary

Project ID: 11953
Funded under: FP5-GROWTH
Country: United Kingdom

Impacts of raising transport awareness and smarter travel choices

The main objective was to raise public awareness and acceptance of the measures being implemented within MIRACLES among visitors and residents of Winchester and businesses in the city centre. A variety of dissemination methods was used including leaflets, radio advertisements, a Winchester MIRACLES website, demonstration days and a school art competition. In addition, businesses, organisations and schools were encouraged to develop green travel plans.

Public awareness and acceptance of MIRACLES initiatives was assessed through five sets of questionnaires. Awareness of the MIRACLES logo increased from 3% during the baseline survey to 20% in the final survey (and 24% in the business survey undertaken in 2005). A comparison was undertaken regarding awareness of individual project initiatives. The highest levels of awareness were for those initiatives that had a high visual presence, for example: the demonstration days (57% for Bike Week and 51% for Alternative Transport Day), Bus Departure Information Systems or BDIS (49%) and VMS (42%), Bikeabout (38%) and improved appearance of bus stops (38%).

The percentage of respondents who generally agreed with the council policy of encouraging people to reduce car use and travel by sustainable methods, increased from 69% in the baseline survey to 71% in the final survey.

The number of employees covered by a workplace travel plan increased by 7,722 during the lifetime of the project to a total of 11,835.

The demonstration days were particularly successful as they were highly visual with Bikeabout bicycles, cleaner cars and electric vans on show.

Awareness and (stated preference) acceptance of an initiative does not necessarily influence travel behaviour. For instance, 71% of the public agreed that it was important to travel by sustainable transport, but only about 25% used a mode of sustainable transport in Winchester on a daily basis (based on all responses to the final questionnaire survey).

Reported by

Highways and Transport Policy
SO23 8UD Winchester
United Kingdom
See on map
Follow us on: RSS Facebook Twitter YouTube Managed by the EU Publications Office Top