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Project overview and project results


Project SEGMENT London - Schools Campaign Duration 2010-01-04 to 2013-04-30
Customer (project initiator) show_help London Borough of Hounslow Location London Hounslow
Organisation show_help London Borough of Hounslow Total Budget show_help € 21,000
Evaluation Design show_help Control group Target Group show_help 3,165 persons
Type of Project show_help Single measure(s) Emission effect show_help +6.20 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 MyTime campaign was targeted at year 1 pupils and parents undergoing a ‘life change’ moment where the pupil is starting school and parents are likely to review their travel choices. The campaign focused on promoting active trips such as walking and cycling due to their health benefits.

Through the use of segmented marketing, it was clear that parents are motivated by time and health. Our campaign recognised that parents are ultimately the decision makers when it comes to choosing a travel mode and so the campaign focused on promoting active journeys as a means to spend quality time with their child and giving them some time back through rewards with health benefits.

Schools were asked to register online using the Hounslow Travel Active platform and parents were encouraged to sign up and log their journeys daily. The online tool is interactive and allows parents to check their progress. They can also monitor their activity in the form of calories and set/create goals and challenges. Asking parents to use the online tool meant that we could monitor participation in the campaign eliminating the need for the schools to do this.

On signing up, parents are given their first reward. After reaching ‘thresholds’ they receive further rewards. For example, a threshold could be a reward for every 15 kilometres logged.

Description of the system effects show_help

A total of 9 schools participated in the MyTime campaign.

Lessons Learned show_help

- Despite initial marketing, not all parents logged their journeys or trips and so it was difficult to say exactly how many parents were taking part.
- It seems that logging on to a website and recording journeys required effort and not all parents made this a priority.
- It is crucial that marketing and promotion is carried out all through the campaign and recording trips and journeys is made simpler as well as to move responsibility for this to pupils who are usually more enthusiastic.

Project measures and effects

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Modal Split show_help
Change of car-users: +1%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 13 14 (+1)
Car passenger 4.8 4.8
Walking 72.4 78.7 (+6.3)
Cycling 5.3 -0.7 (-6)
Bus 2.9 2.1 (-0.8)
Train/tram/metro 0.4 -0.1 (-0.5)
Motorcycle/Scooter 1.2 1.2
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: +74,378 km/year
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  Before (km) After (km) Long-term (km)
Car driver 5 966,908 1,041,285 (+74,378)
Car passenger 5 357,012 357,012
Walking 2,153,972 2,341,404 (+187,431)
Cycling 236,520 -31,239 (-267,759)
Bus 215,695 156,193 (-59,502)
Train/tram/metro 59,502 -13,388 (-72,890)
Motorcycle/Scooter 89,253 89,253
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): +6.20 tons of CO2 per year
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  tons of CO2 per year
Car driver 12.7
Car passenger 0
Walking 0
Cycling 0
Bus -3.5
Train/tram/metro -3
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect 6.2
Project Promotion Activity show_help
2 occasions
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Distributed materials (leaflets, brochures etc) Date Description Number
  2012-03-05 Campaign flyers and letters to parents 500
Other Date Description Number
  2012-03-05 Promotion and article in school newsletters 150
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

A total of 9 schools participated in the MyTime campaign.
Lessons Learned:

- Despite initial marketing, not all parents logged their journeys or trips and so it was difficult to say exactly how many parents were taking part.
- It seems that logging on to a website and recording journeys required effort and not all parents made this a priority.
- It is crucial that marketing and promotion is carried out all through the campaign and recording trips and journeys is made simpler as well as to move responsibility for this to pupils who are usually more enthusiastic.
Services Provided show_help
 
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Overall Targets show_help
 
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External Factors show_help
 
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