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Project overview and project results


Project SEGMENT London - Health Campaign Duration 2010-01-04 to 2013-04-29
Customer (project initiator) show_help London Borough of Hounslow Location London Hounslow
Organisation show_help London Borough of Hounslow Total Budget show_help € 48,000
Evaluation Design show_help Control group Target Group show_help 10,000 persons
Type of Project show_help Single measure(s) Emission effect show_help -15.50 tons of CO2 per year
Links 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.

The walk and cycle referral scheme targets individuals with a BMI (Body-Mass-Index) over 25 (or those with a sedentary lifestyle) through their GPs (General Practitioners - their doctors). The aim of the scheme is to encourage residents to increase their active travel through walking and cycling.

Description of the system effects show_help

Over 50 residents who visited a health centre have joined the referral scheme. Cycling proved to be slightly more popular but only just.
There have been positive success stories where referred patients have lost weight and replaced some of their car journeys with cycle ones.

Lessons Learned show_help

The standard package is not as popular as the enhanced package in that individuals taking part in the enhanced package are more likely to continue with their programme and goals compared to those individuals on the standard package. This could be because a bike was provided during the six weeks of the enhanced package as well as more one-on-one cycle training sessions. The standard package only included one cycle training session.

This scheme can be easily replicated in other countries. However, it is crucial to have health professionals onboard who are willing to promote the scheme to their patients/practices.

This scheme is currently being analysed. Feedback from participants suggests that the enhanced package has been popular and some patients have changed their behaviour as a result.

Project measures and effects

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Modal Split show_help
Change of car-users: +1.8%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 30 31 (+1)
Car passenger 8.4 9.2 (+0.8)
Walking 39.7 41.7 (+2)
Cycling 1.8 2.6 (+0.8)
Bus 16 12.5 (-3.5)
Train/tram/metro 2.3 2 (-0.3)
Motorcycle/Scooter 1.8 1 (-0.8)
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: +235,000 km/year
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  Before (km) After (km) Long-term (km)
Car driver 5 7,050,000 7,285,000 (+235,000)
Car passenger 5 1,974,000 2,162,000 (+188,000)
Walking 3,731,800 3,919,800 (+188,000)
Cycling 253,800 366,600 (+112,800)
Bus 3,760,000 2,937,500 (-822,500)
Train/tram/metro 1,081,000 940,000 (-141,000)
Motorcycle/Scooter 423,000 235,000
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): -15.50 tons of CO2 per year
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  tons of CO2 per year
Car driver 40.2
Car passenger 14.7
Walking 0
Cycling 0
Bus -47.7
Train/tram/metro -5.8
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect 1.4
Project Promotion Activity show_help
2 occasions
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Meetings/verbal information occassions Date Description Number
  2011-05-02 Meetings with GP practices and health centres to explain the survey. 31
Distributed materials (leaflets, brochures etc) Date Description Number
  2011-05-02 Distribution of Health Centre Travel Questionnaire to Health Centres and GP Practices. 8000
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

Over 50 residents who visited a health centre have joined the referral scheme. Cycling proved to be slightly more popular but only just.
There have been positive success stories where referred patients have lost weight and replaced some of their car journeys with cycle ones.
Lessons Learned:

The standard package is not as popular as the enhanced package in that individuals taking part in the enhanced package are more likely to continue with their programme and goals compared to those individuals on the standard package. This could be because a bike was provided during the six weeks of the enhanced package as well as more one-on-one cycle training sessions. The standard package only included one cycle training session.

This scheme can be easily replicated in other countries. However, it is crucial to have health professionals onboard who are willing to promote the scheme to their patients/practices.

This scheme is currently being analysed. Feedback from participants suggests that the enhanced package has been popular and some patients have changed their behaviour as a result.
Services Provided show_help
 
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Overall Targets show_help
 
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External Factors show_help
 
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