Avoid the peak in Brabant: From trial to new habits. ECOMM May 2013 Yvonne van Velthoven-Aarts stakeholder manager City Region Eindhoven

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1 Avoid the peak in Brabant: From trial to new habits ECOMM May 2013 Yvonne van Velthoven-Aarts stakeholder manager City Region Eindhoven

2 Avoid the Peak in Brabant a success!

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8 Coming up Avoid the Peak in Brabant in a nutshell Results Association test Individual planning works Structural change in behaviour Practical implementation: what lessons can we learn?

9 Avoid the Peak in a nutshell What are we talking about? The Netherlands Province of Noord- Brabant Major cities: Den Bosch and Eindhoven

10 Avoid the Peak in a nutshell Main features of project Approx participants Morning and evening peak Den Bosch and Eindhoven To learn about effects of Financial rewards Information services Behavioural change techniques Extensive monitoring programme Analysis of GPS tracks and CCTV images Surveys Non-response study Behavioural study Focus group

11 Initiators Noord-Brabant Provincial Authority City Region Eindhoven In partnership with Ministry of Infrastructure and the Environment Den Bosch City Council Eindhoven City Council Supplier: Arkon (ARS T&TT and Efkon)

12 Avoidance results Time avoiders, route avoiders, cyclists and public transport users

13 Avoidance results Average 53% peak traffic avoidance

14 Avoidance results Structural change in behaviour

15 Behavioural study Background Few differences between participants and non-participants Therefore: behavioural study to explore unconscious associations and targeted interventions

16 Behavioural study Association test: Main question addressed What associations did Avoid the Peak in Brabant participants have with the issues connected with the project? How can we use this knowledge to encourage more people to avoid peak traffic?

17 Behavioural study Main conclusions of psychologists study No negative associations with project or with On- Board Unit Positive associations with alternative modes of transport Participants who more frequently use fixed times/routes more likely to avoid: planned behaviour! Not about actual flexibility, but about perceived flexibility Proud of avoidance? Effort justification? Incentives other than simply financial ones can play a role A quiet road acts is an important reward in itself

18 Behavioural study Behavioural interventions First intervention: Help new participants plan avoidance strategy: implementation intentions Second intervention: Frequent avoiders internalise good behaviour: control via self-reflection and implementation intentions

19 Behavioural study First intervention avoidance plan

20 Behavioural study First intervention feedback

21 Behavioural study First intervention avoidance plans work! Number of peak journeys per 100 participants 27% more peak journeys avoided Make it personal

22 Behavioural study Second intervention design Goal: To consolidate avoidance after financial incentive Structural avoidance Means: Develop intrinsic motivation Build commitment and consistency Tools: Questionnaire with directed questions e.g. What benefits have you experienced from avoiding peak traffic? reminders of stated intentions Make stated intentions public: on website and in newspapers

23 Behavioural study Second intervention Wall of Fame

24 Behavioural study Second intervention Make it public

25 Behavioural study Second intervention Self-persuasion This has not been necessary in this trial because of the low rate of relapse

26 You are a peak traffic avoider!

27 Practical implementation: what lessons can we learn? Small rewards already lead to a change in travel behaviour Time and route avoidance most frequently used Learning new habits is possible and effective Most effective: work together on developing a new routine and sustaining motivation Behavioural change techniques can make a major contribution Target communication at participants motivation. Allow them to experience and identify benefits instead of have them pointed out

28 Any questions? Yvonne van Velthoven-Aarts Avoid the Peak in Brabant Stakeholder Manager City Region Eindhoven Tel.: +31 (0) Reports available for download (in Dutch!) at