Target Groups and Approaches. Target group Approach General way of thinking Message
Target Groups and Approaches. After serious consideration, it was decided that in order to achieve the maximum impact of the activities, it was necessary to concentrate the activities in a specific geographical area. Consequently, the Municipality of Egkomi was considered as an appropriate target for the proposed activities due to the fact that 2 universities, 2 Lyceums, 2 High Schools and 5 Primary Schools are located within its borders. Within the Municipality the research team established a closer relationship and cooperation with the following education institutes, in which the proposed activities will take place: • Makedonitissa A’ Primary School, • Engkomi High School, • Kykkos A’ Lyceum, • University of Nicosia. Furthermore, other approaches (2, 3, 5 – see 9.3.5. Action Plan) such as walking and cycling to shops, restaurants and other local businesses, walking and cycling to and for recreation, walking and cycling to and at workplaces are considered as future steps for Cyprus. It is believed that in this phase it will be much more beneficial to apply approaches 1 and 4: preparing and improving the ground and walking and cycling to school / kindergarten. Primary School pupils (age 6-11) Transport to school It’s safer to go by car to school. It is healthier and more environmentally friendly to walk or cycle to school. High School & Lyceum students (age 12-18) Transport to school Other students will make fun of you, if you cycle to school. It’s cooler to go to school on your motorbike. It is healthier and more environmentally friendly to walk or cycle to school. University Students Transport to university An independent adult has a car of his/her own. Having an expensive car is a way to “show off” their material wealth and improve their status within the students’ community. Dare to be different! Don’t be like your parents; do not contribute to CO2 emissions! People open for cycling Workplace; school & kindergarten I have got a bike but I use it only on weekends. Your bike is not only for sports. Discover it as a vehicle and use it for going to work / school. In general, two different approaches will be used for the above target groups: • Primary school children will be approached with a more educational approach, explaining to them the environmental impact of their transport behaviour. • High School, Lyceum and University students will be approached with a common campaign (marketing oriented) that will promote positive images of pedestrians and cyclist aiming at changing the perce...
Target Groups and Approaches. The project will have three target groups: • The dissemination of the ideas to convey by the project Active Access to the people that need to change behaviour: residents and visitors of Aveiro. • The dissemination of the project among economic and cultural agents that will need to collaborate: shopkeepers, journalists, local technical staff, underground parking owners and managers etc. • The dissemination to other decision and policy makers about the project with the intention that it will endure and replicate: local, regional and national politicians, regional and national decision and policy makers etc. In this chapter we will cover only the first group. They will have to know about the measures put in place by Active Access to improve the walking environment and help them to change their behaviour and understand the benefits of walking more. They are the main beneficiaries of the measures to be implemented by Active Access. It will be essential to consult and communicate. Consultation will be essential to avoid mistakes – implementation of measures that will be misunderstood or simply not very effective. Communication will have to be simple and seductive. Residents Customised walking map Website “There is not enough variety of shops in my neighbourhood” “I think it is cheaper to do my shopping in malls.” “There is plenty of shops in your neighbourhood.” “Spend your money on goods instead of fuel.” Visitors to Historic Area Posters Leaflets Website “It is too expensive to use the parking areas.” “It is easier and not so expensive to use the right parking grounds.” Others Seminar Local radio Debates Social networks University television “It is so much easier to park on the pavement.” “If I don’t park on the pavement someone else will.” “They will never give me a fine.” “It is socially wrong to park on the pavement.”
Target Groups and Approaches. Needs and problems of the target groups are complex and strongly dependent on each other. Therefore, solving one problem will not lead to a totally changed behaviour. Decision makers – politicians afraid of losing people’s trust and votes. workshops with local stakeholders “Making unpopular decisions / measures (like restricting the use of car) will diminish my popularity.” Besides car drivers your voters are also youngsters, elderly people and women that walk, cycle or use public transport on a daily basis. Habitual car drivers – people who could have health problems due to their static life. Street event “The car is a modern way of transport, bicycle is old fashioned.” “My car gives me independence.” The rich ones are not the ones that have expensive cars but those that have a healthy and safe environment to live in. Car makes me feel rich, bike makes me feel healthy. Improve your physical and mental health. Relax! Stress down, Exercise! Modern means having alternatives in transport. Children Schools, kindergartens The children see in their families that car is the most used way of transport – the car is more important than any other way of transport. “My parents won’t let me go to school by bike.” Now it’s eco-transport time. Walking and cycling are attractive modes of transport – you will be appreciated among your classmates! “If I come by bicycle or walking, my classmates will consider me a freak.” People willing to walk and cycle (who already walk and cycle) – young people, women working part time, Street event Parents–teachers meeting “I only use my bike on weekends and other free days.” “I can’t dress up when I walk or cycle.” Extend your walking / cycling distances. Bicycles are not toys, use them to get there! people living in the inner area of the city “It’s too dangerous to use it on longer distances.” People going to peripheral malls for shopping and leisure Shopping facilities Street event “It’s cheaper to shop in malls.” “It’s easier to do the food shopping once a week, to have it under the same roof and to carry it by car.” Don’t spend all your free time inside a mall! Exercise, walk, cycle, and spend quality time with your kids / family.
