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Project overview and project results


Project SEGMENT Sofia: New residents campaign Duration 2010-09-01 to 2013-03-01
Customer (project initiator) show_help not available Location Sofia
Organisation show_help Sofia Total Budget show_help not known
Evaluation Design show_help Control group Target Group show_help 884 persons
Type of Project show_help Urban area mobility plan Emission effect show_help 273.40 tons of CO2 per year
Links SEGMENT project website
SEGMENT bulgarian site
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.

Research suggests that ‘life change moments’ offer some of the best opportunities for fostering behaviour change. Moving home is a major change which reflects on the habits and often makes significant changes in travel behaviour.

Based on analysis the residents target group was divided into segments: Devoted Drivers, Image Improvers, Malcontented Motorists, Active Aspirers, Practical Travellers, Car Contemplators
Public Transport Dependents, Car-free Choosers. Three segments to focus on were chosen: Malcontented Motorists (35%), Active Intenders (12%), Devoted drivers (15%).

The New Residents campaign has been the most successful in reducing car use (to work). Car mode share decreased with 7%. "Cycling to work" mode share increased with 2,2%, "walking to work" mode share increased with 3,5%, "waking to shopping" mode share increased with 3,4%.

Description of the system effects show_help

The New Residents campaign has been the most successful in reducing car use (to work). Car mode share decreased with 7%. "Cycling to work" mode share increased with 2,2%, "walking to work" mode share increased with 3,5%, "waking to shopping" mode share increased with 3,4%.

Lessons Learned show_help

- It is difficult to promote cycling if basic and safe cycling infrastructure is lacking - bicycle lanes and stands.
- Lack of municipal (district) data base for the new residents. Having own database for new residents can save time and money.

Project measures and effects

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Modal Split show_help
Change of car-users: +30.9%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 43 12.3 (-30.7) 72.8 (+29.8)
Car passenger 2.6 -3.5 (-6.1) 3.7 (+1.1)
Walking 4.3 -12.9 (-17.2) 25.1 (+20.8)
Cycling 0.4 0.4 2.6 (+2.2)
Bus 26.9 1.9 (-25) 53 (+26.1)
Train/tram/metro 22.8 1.8 (-21) 42.8 (+20)
Motorcycle/Scooter
Zero-emissions vehicle

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

Mileage Effect show_help
Long-term change of car usage: +1,238,130 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 1,786,564 512,425 (-1,274,139) 3,024,694 (+1,238,130)
Car passenger 10 108,025 -146,803 (-254,828) 153,728 (+45,703)
Walking 17,866 -53,597 (-71,463) 104,285 (+86,420)
Cycling 4,986 4,986 32,407 (+27,422)
Bus 670,585 47,365 (-623,220) 1,321,226 (+650,642)
Train/tram/metro 568,377 44,872 (-523,505) 1,066,953 (+498,576)
Motorcycle/Scooter
Zero-emissions vehicle

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

Emission effect show_help
Emission effect (in total): 273.40 tons of CO2 per year
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The data of this project is insufficient for calculating the emission effect.
Project Promotion Activity show_help
11 occasions
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Meetings/verbal information occassions Date Description Number
  2012-04-28 4 "See me not drive" fests 3500
  2012-06-10 7 bicycle trainings 200
  2012-06-04 Meeting with House managers committee 2
Distributed materials (leaflets, brochures etc) Date Description Number
  2012-09-14 Brochure "Environmental friendly trip to work" 200
  2012-09-14 Leaflet "Travel to the office by bike" 150
  2012-09-14 Leaflet "Walking to the office" 300
  2012-09-14 Flyer "Map of bicycle lanes in Sofia" 600
  2012-09-14 Brochure "One step ahead of the others" 200
  2012-09-14 Leaflet "Travel to the office by public transport" 150
  2012-09-14 Flyer "See me not drive" 2150
  2012-09-14 Brochure "Public transport map" 2500
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

The New Residents campaign has been the most successful in reducing car use (to work). Car mode share decreased with 7%. "Cycling to work" mode share increased with 2,2%, "walking to work" mode share increased with 3,5%, "waking to shopping" mode share increased with 3,4%.
Lessons Learned:

- It is difficult to promote cycling if basic and safe cycling infrastructure is lacking - bicycle lanes and stands.
- Lack of municipal (district) data base for the new residents. Having own database for new residents can save time and money.
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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