EDUCATION, AWARENESS BUILDING, SOCIAL MARKETING AND ADVOCACY FOR NMT PROF. DR. MARTIN VAN MAARSEVEEN

Transcription

1 EDUCATION, AWARENESS BUILDING, SOCIAL MARKETING AND ADVOCACY FOR NMT PROF. DR. MARTIN VAN MAARSEVEEN

2 OBJECTIVES After this lecture participants should be able to: Be aware of the role of education in general, and the various educational activities that can train the various actors in non-motorized transport Be able to value and to discuss the role of awareness building Understand the principles of social marketing Understand the principles of advocacy Organization: Lecture and discussion

3 OUTLINE 1. Education for NMT 2. Awareness and awareness building for NMT 3. Social marketing for NMT 4. Advocacy for NMT Source: The Streets of India

4 COHERENCE This lecture focuses on instruments that target the active involvement of people. Each approach involves different actors. Education requires primarily teachers and instructors. Awareness building and social marketing involves marketing and communications techniques, while advocacy is usually driven by user representatives, that is, civil society organizations. Notwithstanding, dividing lines are not always sharp. Advocacy and awareness building combine well. Often advocacy groups also drive awareness building processes or start up educational activities.

5 1. EDUCATION Education refers to systems that teach people the skills to use vehicles how to use transport infrastructure how to behave in and to cope with traffic traffic regulations Source: Source: samletstalkaboutlife.blogspot.com

6 EDUCATION FOR NMT Education s added value compared to planning and design is highly significant and, at the same time, relative. It is significant since it teaches people about safe, efficient and comfortable behaviour. Education also stimulates self-awareness, selfconfidence and self-respect. It is relative in the sense that both road and vehicle design can have more influence when it comes to preventing serious accidents. Education and regulations alone cannot control traffic behaviour. For this, road and intersection designs are vital allies.

7 TRAINING OF SKILLS - YOUNG AND OLD

8 EDUCATIONAL MATERIAL (primary school lower grades) Examples: How to pass? Crossing the street Where do you play? Blue and round Source: VVN, The Netherlands

9 EDUCATIONAL MATERIAL (primary school medium grades) Examples: The bike Are you visible? Priority Red and green Source: VVN, The Netherlands

10 EDUCATIONAL MATERIAL (primary school higher grades) Examples: All you wanted to know about intersections A street full of traffic signs! A traffic accident? Big, bigger, biggest Source: VVN, The Netherlands

11 THEORETICAL AND PRACTICAL TRAFFIC EXAM Children get a certificate when they pass the exam, The Netherlands

12 CAPACITY BUILDING TRAININGS Traffic Police Officers (e.g. enforcement trainings) Planners and designers (training in planning and design principles) Stakeholders (e.g. risk factor trainings) Communities Other traffic participants (e.g. boda boda sensitization sessions) First responders trainings UNEP: Share the Road

13 EXAMPLE Risk Factor Trainings Source: Safia Verjee

14 EXAMPLE Boda Boda riders Sensitization Sessions Source: Safia Verjee

15 2. AWARENESS AND AWARENESS BUILDING Awareness is the state or ability to perceive, to feel or to be conscious of events, objects of sensory patterns. In psychological biology, awareness is defined as a human s or an animal s perception and cognitive reaction to a condition or an event.

16 AWARENESS BUILDING FOR NMT Awareness building for sustainable transport reflects to ways by which we teach people about the benefits and costs of transport choices from the perspective of the dimensions of sustainability. When it comes to NMT it is important to teach people about benefits and costs of walking and cycling. In 2009 an awareness building event for problems of mobility in rural Africa took place in Zambia and South Africa, organised by World Bicycle Relief and World Vision

17 BENEFITS AND COSTS OF TRANSPORT CHOICES travel times travel costs energy consumption pollution noise safety comfort health etc. Cairo, Egypt, October 2012 Martin van Maarseveen Julia Galloway Matteson

18 EXAMPLE FROM THE NETHERLANDS: The car is gradually becoming slower than the bicycle Travel time ratio bike/car Verplaatsingstijd verhouding fiets / auto > 1,0 fiets Bike langzamer slower < 1,0 fiets Bike sneller faster ,13 1,08 Kleine Small gemeenten cities ,95 Middelgrote Medium-sized gemeenten cities Grote Large gemeenten cities > ,98 0,93 0,84 Source: Dutch Cyclists Union, 2012

19 CAMPAIGN FOR CHANGING TRAVEL BEHAVIOUR Example from Denmark You won t believe it you re safer on the bicycle than on the sofa! Lack of daily exercise is harmful to your health, while physical activity keeps your body healthy. Cycling extends your life daily exercise for a minimum of 30 minutes extends your lifespan by up to five years.

20 3. SOCIAL MARKETING FOR NMT Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for a social good. Examples of social marketing include the campaigns to encourage people not to smoke in public, use seat belts, follow speed limits, or to change travel habits. Example of a social marketing campaign

21 SOCIAL MARKETING AND CITIZEN S PARTICIPATION Direct exchanges between government and individual citizens are difficult to establish, given the diversity of citizens and the distances between perspectives of governments and individual citizens. In this respect Civil Society Organisations (CSO s) play an important role. The public sector, the private sector and CSO s can jointly develop and implement policy, through working groups, round tables, commissions, and so on. Consultation, negotiation, compromises and exchanges are all vital instruments in this process

22 SOCIAL MARKETING MARKET SEGMENTATION In marketing demand orientation is key to selling a product. In social marketing, a social interest is at stake, but the demand orientation is equally important. The quality of walking and cycling depends on different kinds of measures, which have to be fine-tuned to the skills, needs and perceptions of different categories of pedestrians and cyclists. Source: Cycling-inclusive policy development, a handbook, 2009

23 EXAMPLES OF MARKET SEGMENTATION Based on socio-economic characteristics: age (e.g. children, young adults, elderly) gender (e.g. women) profession (e.g. civil servants, employees) Based on trip purposes: school trips work trips shopping trips goods transport recreational trips Hans Hahn Walter Hochauer

24 EXAMPLE OF SEGMENTATION based on attitudes and behaviour in Dar es Salaam Market segmentation using the stages of change model, based on a survey of cycling attitudes and behaviour in Dar es Salaam, source: Nkurunziza et al, % Classification of the data sample by stages of change 13% 7% 9% 6% 18% Pre-contemplation Contemplation Preparedness to Action Action Maintainance Relapse

25 SOCIAL MARKETING Identifying needs and preferences Marketing is much more than a promotion strategy. Bradley Schroeder Promotion occurs late in the marketing process. It seeks to make products and services known and invite people to use them. But prior to promotion, people s needs and preferences must be assessed and an inventory compiled to identify what will people make change their behaviour.

26 EXAMPLE Questions to be raised for bicycle promotion What are the target markets to promote cycling? Which consumers are most sensitive to a message that emphasizes cycling s contribution to society? What types of bicycles and bicycle provision do target market members prefer? What is the optimal segmentation for bicycle products and facilities, and for messages to promote cycling? What are the best messages to communicate cycling and promote social interests? Which public and private actors can be involved to help develop and implement the right mix of actions? How can the impacts of these actions be shown? Source: Cycling-inclusive policy development, a handbook, 2009

27 EXAMPLES OF TARGET FOR BICYCLE PROMOTION Direct targets: increase bicycle use reduce accident risks improve access to basis services increase cycling travel speeds reduce CO2 emissions etc Indirect targets: stimulate healthier lifestyles foster income generation mitigate climate change improve image of cycling improve quality of life etc

28 4. ADVOCACY FOR NMT Advocacy refers to the way individuals and particularly groups participate to promote non-motorised transport, and to move NMT up personal, private sector and governmental agendas Advocacy involves arguing and campaigning in favour of something, such as a cause, idea, or policy. Source: UN-Water 2009

29 ADVOCACY PLANNING CYCLE Identify the issues: What do we want to change? Analysis: What do we already know and what information can we use? Setting objectives: these should be SMART (Specific, Measurable, Attainable, Realistic, and Timely) Identify targets: Whom do we want to influence? Identify allies: With whom can we work? Define the message: How do we formulate our message? Select tools: How can we best communicate and reach our targets? Monitoring and evaluation: How can we measure the impacts of activities?

30 ADVOCACY TARGET GROUPS For advocacy on NMT, target groups include politicians, traffic planners, the private sector, schools, supporters or members, and so on. Each target group requires its own specific approach: politicians: focus on political choices, civil servants: provide guidelines, experts: recognize their skills and provide technical information, citizens: focus on essentials, not details.

31 little Influence BASIC STRUCTURE OF AN ACTOR S ANALYSIS Co-operate Involve Partners Opponents Fans Outsiders positive Utilise Attitude on the issue negative Inform Source: Cycling-inclusive policy development, a handbook, 2009

32 ADVOCACY EXAMPLES Car-free days Street play days Bike weeks or months Advocacy to claim cyclists rights Inspection, checklists, community audits Source: UWABA, Road Safety Week Streetball Luanda, Angola Alma Heidkamp

33 ADVOCACY EXAMPLE: Bicycle campaigns Bike to school campaigns Bike to work campaigns Bike for care campaigns Bike4work project Source: FAPDR, Rwanda Bikes for health care workers, South Africa Source: BikeTown Africa Bike4School, Iganda, Uganda Source: COOP Africa

34 ADVOCACY EXAMPLE: Community audits Some 20 Dutch cities take part in the 2014 competition Henk van Esch In the Netherlands, the Fietsersbond (Dutch Cyclists Union) organizes a Bike City Competion regularly. The Union developed a benchmarking instrument to measure the cycling climate of a city based on 11 different indicators. In the audits this instrument plays an important role. Local governments appear to be quite eager to take part in this competion to challenge for the title Bike City of the Year. In preceding periods they become quite active in planning and implementing all kinds of bicyclefriendly measures to be able to show a good performance.

35 EXAMPLES OF ADVOCACY GROUPS FABIO, Uganda FABIO is a Uganda based NGO located in Jinja, Uganda. Our aim is to reduce poverty in our beautiful country with the use of a powerful tool: BICYCLES! We believe that sustainable and environmentally friendly means of transport are a fine way to help people to get access to markets, education and health care facilities. One of the contributing factors to poverty in underdeveloped areas of Africa is the lack of a viable form of transportation. FABIO undertakes bicycle-related programs that aim to help make non-motorized forms of transportation more readily available to marginalized communities. Source:

36 EXAMPLES OF ADVOCACY GROUPS CooP-Africa, Kenya Pictures: Martin van Maarseveen CooP-Africa, Cycling out of Poverty, is a charity that supports small entrepeneurs, students and health workers in Africa by giving access to bicycles. A bicycle plays a major role in enabling African people to improve their access to income generation, education and health care. With local partner organisations in Burkina Faso, Uganda, Kenya and Rwanda, CooP-Africa makes innovative bicycle designs available and provides bicycles on credit. Source:

37 EXAMPLES OF ADVOCACY GROUPS UWABA, Tanzania UWABA is an NGO made up of cyclists in Dar es Salaam, Tanzania campaigning for better and safer road conditions for cyclists and providing cycle safety education. Members are ordinary cyclists, disabled users of arm-tricycles and drivers of goods-transport tricycles. UWABA has also helped to set up Fasta Cycle Messengers Cooperative as an income generation project for some of its members. UWABA organises regular cycle caravan events through the streets of Dar es Salaam, usually with between cyclists participating. Source:

38 EXAMPLES OF ADVOCACY GROUPS RIDE 4 A WOMAN, Uganda Ride 4 A Woman is a grassroots, non-profit organization in Buhoma, Uganda. There are currently 300 participants learning income-generating skills. The mission of Ride 4 A Woman is to economically and socially empower local women in communities surrounding Bwindi Impenetrable Forest National Park. The program started by renting mountain bicycles to tourists. Ride 4 A Woman strives to empower many local women by providing them with training in local crafts, textiles, agricultural improved technics, bicycle repair and English instruction. Source:

39 FURTHER READING Cycling-Inclusive Policy Development: a Handbook, Editors Tom Godefrooij, Carlosfelipe Pardo, Lake Sagaris, GTZ and I-CE, April 2009, in particular chapters 12 and 13 Lee, Nancy; Philip Kotler (2011). Social Marketing: Influencing Behaviors for Good. ISBN