CIVITAS Forum 17-19 October 2011 Funchal (Portugal) Eileen O‘Connell Interactions Ltd

1. Changing Minds Changing Behaviour CIVITAS Forum 17-19 October 2011 Funchal (Portugal) Eileen O‘Connell Interactions Ltd

2. Changing Minds: Communications and Planning to Enhance Sustainable Transport • “Soft measures” in communications complement “hard” investments by giving people the necessary INFORMATION and ARGUMENTS for using sustainable modes of transportation. ‘If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.’ Marcus Tullius Cicero 106BC – 43AD CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

3. Information and Arguments? • Traditional approaches to Behaviour Change • Awareness Raising - increase public knowledge • by information campaigns • distribution of brochures, newsletters • Economic Self-Interest – inform people that it is in their financial best interest to change behaviour • Attitude change - Traditional Marketing Techniques • The primary focus is on the consumer – on learning what people want and need • And try to alter their preferences through mass media campaigns CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

4. Traditional Marketing • Promoting sustainable travel • as a product to be sold? • as simple as altering consumer preferences? ‘There is a big difference between asking someone to move their arm a little to the right in a supermarket and asking them to give up smoking’ (Ogilvy Advertising) CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

5. Social Marketing The use of marketing techniques, research, segmentation and interventions to achieve specific behavioural goals for a social good • To start or adopt a new behaviour • To stop or prevent negative or harmful behaviour CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

6. Steps in Successful Social Marketing Ask! Research! Conduct Surveys! • Identify the target audience • Identify the barriers/ motivations /benefits • Design a strategy • Choose behaviour change tools • Pilot the strategy with a small segment of the community • Evaluate the impact • Implement on a broader scale CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

7. Research to date reveals 3 segments of the population • The Converted – but often our campaigns are targeted at them • The Entrenched – those who cannot/will not change • The Convertibles – those who are willing to change CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

8. Most measures focus on Public Transport: • Innovative ticketing system • Central communications system • Traffic management system • Eco driving for bus drivers • Bus lanes • With objectives such as: • Improve image of PT • Improve quality of PT • Raise satisfaction with PT • Increase safety for PT users • Improve speed/punctuality of PT • But surveys show dissatisfaction with Public Transport • And there is anecdotal evidence of • bad passenger behaviour • bad driver behaviour CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

9. How to identify the convertibles? CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell, Interactions Ltd

10. Personal characteristics of The Convertibles

11. How to communicate with these ‘Convertibles’? CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

12. The Solution – Knitting Graffiti Picture courtesy of magdasayeg.com • Why? • Arty • Creative • Risky • And so are our ‘Convertibles’! • Its now cool again • Growth in wool shops/cafes • Online communities sharing ideas and showcasing their work • A strong knitting tradition in Tallinn CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

13. Knitting Graffiti • ‘Soften’ the image of public transport • ‘Don’t use a spray can – use knitting’ CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

14. Social Marketing Best Practice • Move away from just awareness raising& giving out information • Move from passive communications to targeted experiential interactive ones • Provide content that fits with the values and motivations of the target audience • Attract attention - Stand out and be noticed by those with whom you wish to engage • People engage with something when it provokes, entertains, reinforces, makes them feel good • Should be part of a larger strategy of individual campaigns to change behaviour! CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell , Interactions Ltd

15. The impact – increase in customer satisfaction

16. Changing Minds – we can prove it! Before the Knitting Graffiti Campaign Correlations with ‘Overall Satisfaction with the bus’ CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell Interactions Ltd

17. Changing Behaviour? CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell, Interactions Ltd

18. Thank you! For further information, please contact: Eileen@interactions.ie www.interactions.ie CIVITAS Forum l17-19 October 2011 l Funchal l Eileen O’Connell, Interactions Ltd