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Project overview and project results


Project SEGMENT Gdynia - Campaign for 'new employees' Duration 2012-04-02 to 2012-08-01
Customer (project initiator) show_help not available Location Gdynia
Organisation show_help Municipality of Gdynia ZDIZ Total Budget show_help € 22,400
Evaluation Design show_help Control group Target Group show_help 220 persons
Type of Project show_help Single measure(s) Emission effect show_help -14.90 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 Employees’ campaign for specified target group segments: the so-called "status seekers" and "reluctant pragmatists". New employees of this target group were encouraged to change their travel behaviour and cycle more often when travelling to work. Aim of the campaign was to make these employees feel happy about themselves when not using a car and show that they can express themselves by riding a bike.

The campaign was implemented in 7 companies in Gdynia.

Description of the system effects show_help

- In the opinion of the participants the bicycle competition encouraged them to cycle to work more often as well as changed their attitudes towards the bicycle as a mean of transport (not just for leisure).
- The participants concluded that such actions are necessary, because they give the ability to get involved in environmental protection.
- In the case of "positive" and "decorated" bicycles the campaign led to the conclusion among employees that bicycles are a very attractive alternative to cars.

Lessons Learned show_help

- Conducted campaigns involved small groups of new employees but in the examined group they have shown that new employees are interested in such actions and willing to take part in them.
- The campaigns made participants aware of good and positive transport behaviour and showed them that a bicycle is more attractive than a car.
- One problem was encountered when introducing the campaign - "old employees" also wanted to take part in the campaign and felt discriminated.

Project measures and effects

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Modal Split show_help
Change of car-users: -11.6%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 31.75 22.1 (-9.7)
Car passenger 6.35 4.4 (-1.9)
Walking 6.7 7.8 (+1.1)
Cycling 1.1 3.6 (+2.5)
Bus 54.1 60.5 (+6.4)
Train/tram/metro
Motorcycle/Scooter 1.6 (+1.6)
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: -99,953 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 328,295 228,342 (-99,953)
Car passenger 10 65,659 45,668 (-19,991)
Walking 6,928 8,065 (+1,137)
Cycling 3,412 11,167 (+7,755)
Bus 335,636 375,342 (+39,706)
Train/tram/metro
Motorcycle/Scooter 16,544
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): -14.90 tons of CO2 per year
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  tons of CO2 per year
Car driver -17.1
Car passenger -1.6
Walking 0
Cycling 0
Bus 2.3
Train/tram/metro 0
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -16.4
Project Promotion Activity show_help
18 occasions
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Meetings/verbal information occassions Date Description Number
  2012-04-16 press conference concerning SEGMENT project in the City Hall of the City of Gdynia
  2011-09-15 conference in Gdynia (Poland) - "Promoting sustainable transport and active mobility" 69
Distributed materials (leaflets, brochures etc) Date Description Number
  posters showing i.e. people riding a bicycle to work, with catchy slogans like i.e. “Forget about a car, now the bicycle is in vogue” (rhyming in Polish)
Articles in internal and external media, including press releases Date Description Number
  2012-07-04 www.gazeta.pl - "Such fabulous bikes you will find only in Gdynia"
  2012-07-23 www.zdiz.gdynia.pl - "Summary of cycling competition"
  2012-07-03 www.tvn24.pl - "Colorful bikes have overcome Gdynia"
  2012-05-24 press release - "Showers for cyclists" - local biweekly "RATUSZ" 25000
  2012-05-17 press release - "I am a manager and I cycle to work" - daily "Gazeta Wyborcza", supplement "Trojmiasto"
  2012-05-17 press release - "Gdynia is building showers. And in Gdansk officers are not swetting" - daily "Gazeta Wyborcza", supplement "Trojmiasto"
  2012-04-26 press release - "Don't be a cork, that is Gdynia's SEGMENT project" - local biweekly "RATUSZ" 25000
  2012-04-20 press release - "Gdynia prizes cycling" - daily "Dziennik Bałtycki"
  2012-04-18 www.naszemiasto.pl - "Gdynia: Prizes for officers and companies for cycling. Pilot program in the City"
  2012-04-06 press release - "Cycling to work" - daily "Gazeta Wyborcza", supplement "Trojmiasto"
  2011-09-21 www.trojmiasto.pl - "Officers of Gdansk on bikes starting from spring"
Radio/TV spots Date Description Number
  2012-05-24 TV broadcast - material on cycling competition - "Pytanie na śniadanie" programme on TV2 - national TV
  2012-04-17 radio broadcast - material on campaigns within SEGMENT project - national radio station RMF MAXX
  2012-05-23 TV broadcast - material on cycling competition - "PANORAMA" news on TVP3 - national TV
  2012-05-25 TV broadcast - material on cycling competition - "TELEXPRESS" news on TVP1 - national TV
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

- In the opinion of the participants the bicycle competition encouraged them to cycle to work more often as well as changed their attitudes towards the bicycle as a mean of transport (not just for leisure).
- The participants concluded that such actions are necessary, because they give the ability to get involved in environmental protection.
- In the case of "positive" and "decorated" bicycles the campaign led to the conclusion among employees that bicycles are a very attractive alternative to cars.
Lessons Learned:

- Conducted campaigns involved small groups of new employees but in the examined group they have shown that new employees are interested in such actions and willing to take part in them.
- The campaigns made participants aware of good and positive transport behaviour and showed them that a bicycle is more attractive than a car.
- One problem was encountered when introducing the campaign - "old employees" also wanted to take part in the campaign and felt discriminated.
Services Provided show_help
 
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No Data has been specified here.
Overall Targets show_help
 
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External Factors show_help
 
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