Benchmark

Back to search

Project overview and project results


Project SEGMENT Gdynia - 'New parents' campaign in health centres Duration 2012-06-01 to 2012-10-01
Customer (project initiator) show_help not available Location Gdynia
Organisation show_help Municipality of Gdynia ZDiZ Total Budget show_help € 8,000
Evaluation Design show_help One group before/after Target Group show_help 2,000 persons
Type of Project show_help Single measure(s) Emission effect show_help -8.30 tons of CO2 per year
Links Gdynia road mamagement website
SEGMENT project website
Project as case study on Eltis.org
Downloads not available

Overall Project Description show_help

SEGMENT was an Intelligent-Energy-Europe-funded project which tested consumer market segmentation techniques to persuade people to adopt more energy efficient forms of transport.

In the framework of SEGMENT, the City of Gdynia created the ‘New Parents’ campaign. SEGMENT target groups with "life changing moments". Parents with newborns are such a group. The aim was to change their travel behaviour when travelling with children to the health center. With the help of a survey specific sub target groups were determined: "status seekers", "conscious car addicts" and "sceptical intenders".
The campaign aimed to make these parents feel positive about walking and to show that walking is healthy for their families and provides freedom and flexibility, and as a result to persuade parents to walk with their children to the health center instead of driving by car.

The campaign was implemented in five health centers in Gdynia.

Description of the system effects show_help

The parents of newborns waiting in the health centers for a doctor's appointment showed great interest in a magazine provided by the campaign. They referred very positively to the content of the magazine. Moreover, the parents was suprised by this part of the campaign, because usually in the health centers they have only the opportunity to read pharmaceutical leaflets.

Lessons Learned show_help

The campaign was carried out for a small target group of new parents and only two measures were applied. Therefore, it is desirable to perform the taken measures among more parents in the health centers. It would also be worth applying some other measures in this target group to see real results.

Project measures and effects

Show all details
Modal Split show_help
Change of car-users: -13.7%
Show details
  Target (%) Before (%) After (%) Long-term (%)
Car driver 44 32.6 (-11.4)
Car passenger 8.8 6.5 (-2.3)
Walking 35.5 50.3 (+14.8)
Cycling 0.2 0.3 (+0.1)
Bus 11.1 10.1 (-1)
Train/tram/metro
Motorcycle/Scooter 0.4 0.2 (-0.2)
Zero-emissions vehicle
Mileage Effect show_help
Long-term change of car usage: -42,927 km/year
Show details
  Before (km) After (km) Long-term (km)
Car driver 2 165,440 122,513 (-42,927)
Car passenger 2 33,088 24,503 (-8,585)
Walking 133,480 189,128 (+55,648)
Cycling 752 1,128 (+376)
Bus 41,736 37,976 (-3,760)
Train/tram/metro
Motorcycle/Scooter 1,504 752
Zero-emissions vehicle
Emission effect show_help
Emission effect (in total): -8.30 tons of CO2 per year
Show details
  tons of CO2 per year
Car driver -7.3
Car passenger -0.7
Walking 0
Cycling 0
Bus -0.2
Train/tram/metro 0
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -8.2

Note: These figures are adjusted according to control/comparison group results.

Project Promotion Activity show_help
4 occasions
Show details
Meetings/verbal information occassions Date Description Number
  2012-04-16 press conference concerning SEGMENT project in the City Hall of Gdynia
  2011-09-15 conference in Gdynia (POLAND) - "Promoting sustainable transport and active mobility 69
Distributed materials (leaflets, brochures etc) Date Description Number
  providing a magazine for new parents to read in health centers 2000
Articles in internal and external media, including press releases Date Description Number
  2012-04-27 press release - "SEGMENT project - healthy without a car" - local biweekly "RATUSZ" 25000
Services, Mobility Options and Effects show_help
 
Show details
  Number of people Target Group
Description of reached system effects:

The parents of newborns waiting in the health centers for a doctor's appointment showed great interest in a magazine provided by the campaign. They referred very positively to the content of the magazine. Moreover, the parents was suprised by this part of the campaign, because usually in the health centers they have only the opportunity to read pharmaceutical leaflets.
Lessons Learned:

The campaign was carried out for a small target group of new parents and only two measures were applied. Therefore, it is desirable to perform the taken measures among more parents in the health centers. It would also be worth applying some other measures in this target group to see real results.
Services Provided show_help
 
Show details
No Data has been specified here.
Overall Targets show_help
 
Show details
No Data has been specified here.
External Factors show_help
 
Show details
No Data has been specified here.