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Project overview and project results


Project SEGMENT Gdynia - Campaign for 'new school pupils' Duration 2012-01-02 to 2012-09-28
Customer (project initiator) show_help not available Location Gdynia
Organisation show_help Municipality of Gdynia ZDIZ Total Budget show_help € 29,700
Evaluation Design show_help One group before/after Target Group show_help 1,700 persons
Type of Project show_help Single measure(s) Emission effect show_help -15.40 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 School Pupils’ campaign for specified target group segments: the so-called "image-conscious intenders" and "dissatisfied drivers". The aim was to encourage parents to change their tavel behaviour when travelling to school (on the way to work). The aim of the campaign was to make parents feel good about themselves that they are walking their children to school and to show at the same time that car is no longer a symbol of success, and walking is healthy and can be a good way to spend quality time with children.

The campaign was implemented in 12 primary schools in Gdynia.

Description of the system effects show_help

Actions carried out within the campaigns (especially "walking bus" and "walk once a week") were very well matched with the characteristics of the segment targets - they highlighted the particular significance of parents spending more quality time with thier child.
It is worth mentioning that "walking bus" has gained extensive media attention - the media has responded very positively to the idea and progress of the project.

Lessons Learned show_help

Realisation of the campaign has shown that "walk once a week" campaigns require significantly less preparation. This means that this campaign is implemented more easily and involves less organisational obstacles and therefore is probably more effective (convinces more people).

Project measures and effects

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Modal Split show_help
Change of car-users: -1.9%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 36.2 34.6 (-1.6)
Car passenger 7.2 6.9 (-0.3)
Walking 51.5 51.7 (+0.2)
Cycling 0.2 0.2
Bus 4.9 6.4 (+1.5)
Train/tram/metro
Motorcycle/Scooter 0.2 (+0.2)
Zero-emissions vehicle
Mileage Effect show_help
Long-term change of car usage: -107,667 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 2,459,334 2,351,666 (-107,667)
Car passenger 10 491,866 470,334 (-21,533)
Walking 350,200 351,560 (+1,360)
Cycling 4,080 4,080
Bus 199,920 261,120 (+61,200)
Train/tram/metro
Motorcycle/Scooter 13,600
Zero-emissions vehicle
Emission effect show_help
Emission effect (in total): -15.40 tons of CO2 per year
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  tons of CO2 per year
Car driver -18.4
Car passenger -1.7
Walking 0
Cycling 0
Bus 3.5
Train/tram/metro 0
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -16.6

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

Project Promotion Activity show_help
11 occasions
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Meetings/verbal information occassions Date Description Number
  2012-06-12 presentation: "New campaigns in London Borough of Hounslow, Munich and Gdynia, ECOMM FRANKFURT 2012 European Conference on Mobility Management 37
  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
  'walking bus' posters, incentives and safety gadgets for children from schools involved in the campaign, 'Tree' posters
Advertisements in internal and external media Date Description Number
  facebook profile: Walking Bus - Gdynia (continuously updated)
Articles in internal and external media, including press releases Date Description Number
  2012-05-10 press release: "'SEGMENT' project - healthy without a car", local biweekly "RATUSZ"
Radio/TV spots Date Description Number
  2012-04-24 TV broadcast - material on cycling competition - "PANORAMA" news on TVP3 - national TV
  distribution of 5 episodes of animated film promoting 'walking bus' campaign
  2012-04-17 radio broadcast - material on campaigns within SEGMENT project - national radio station RMF MAXX
  2012-04-24 TV broadcast - material on cycling competition - "TELEEXPRESS" news on TVP1 - national TV
Other Date Description Number
  2012-06-19 e-mail with supporting material - walking bus and campaign for schools within SEGMENT
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

Actions carried out within the campaigns (especially "walking bus" and "walk once a week") were very well matched with the characteristics of the segment targets - they highlighted the particular significance of parents spending more quality time with thier child.
It is worth mentioning that "walking bus" has gained extensive media attention - the media has responded very positively to the idea and progress of the project.
Lessons Learned:

Realisation of the campaign has shown that "walk once a week" campaigns require significantly less preparation. This means that this campaign is implemented more easily and involves less organisational obstacles and therefore is probably more effective (convinces more people).
Services Provided show_help
 
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No Data has been specified here.
Overall Targets show_help
 
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No Data has been specified here.
External Factors show_help
 
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No Data has been specified here.