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Theory + cycling + people + data = Measurable changes in people ’ s cycling behaviour

Theory + cycling + people + data = Measurable changes in people ’ s cycling behaviour Thomas Stokell Managing Director Challenge for Change. Everyone can cycle. …even Gaz. The amazing 39 stone cyclist. Cycling is for everyone…. But how do we get more people cycling?. Today.

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Theory + cycling + people + data = Measurable changes in people ’ s cycling behaviour

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  1. Theory + cycling + people + data = Measurable changes in people’s cycling behaviour Thomas Stokell Managing Director Challenge for Change

  2. Everyone can cycle …even Gaz

  3. The amazing 39 stone cyclist

  4. Cycling is for everyone… But how do we get more people cycling?

  5. Today Applying behaviour change theory Case-study Research with 16,000 new and existing cyclists.

  6. Measurable change is possible Survey Data - former 'non-cyclists' 3 Months post Challenge 37% now cycle at least once a week 21% now cycle regularly (2-3 days or more each week) 19% now cycle to work at least once a week N = 1,664

  7. Self Perception Theory Give people a positive cycling experience Break down old perceptions. E.g. hard, scary Create new perceptions. E.g. easy and fun Greatly increases their likelihood of taking up cycling Assist people to become confident and capable commuter cyclists More people cycling

  8. What people say... “The Cycle Challenge reminded me that I can do it, and not only that, enjoy it!” “I enjoyed it more than I thought I would, it was easier than I thought and I like the idea of keeping fit and travelling to work at the same time.” “Up until July of this year I hadn't rode a bike in 15 - 20 years! So I'm really pleased that I have kept to cycling 2-3 times a week ever since.”

  9. Take Home No. 1 Give people a short, positive experience

  10. Self-Efficacy Our belief in our ability to achieve certain goals. Similar to self confidence but focuses on the beliefs people hold towards one behaviour specifically.

  11. Self Efficacy Confidently and competently cycling for transport Trial cycling for work Cycling Event Cycle Skills Training Recreational Cycling (off road/quite roads) Positive Cycling Experience

  12. Take Home No. 2 Understand where people are at And what the next step for them is

  13. Evaluation Methodolgy Online Questionnaires Short, focussed = high response rate Surveys at: • Baseline • 2 weeks post Challenge • 3 months post Challenge

  14. Data Set 57,000 participants - worldwide 16,100 UK participants 5,217 non-cyclists

  15. Data Set 57,000 participants - worldwide 16,100 UK participants 5,217 non-cyclists 32% response rate 1,666 non-cyclist respondents

  16. Objective 1: Encourage non-cyclists to take up cycling

  17. Objective 2: Encourage people who are already cycling to cycle more often

  18. Objective 3: Encourage people to cycle for transport purposes

  19. Applications • Targeted messaging – online and email • Targeted follow-on interventions • Further research • - including next 4%

  20. UK

  21. ?

  22. Baseline non-cyclists with their current cycling behaviour, segregated by gender

  23. Female Non-cyclists

  24. Female Non-cyclists

  25. Male Non-cyclists

  26. Male Non-cyclists

  27. Impact of hills and Infrastructure

  28. Impact of hills and Infrastructure Cycle friendliness and topography of each city that has been analysed

  29. Graph to show cycle friendliness of each Challenge site for non-cyclists at baseline who are now cycling once a week or more post-Challenge Friendly

  30. Graph to show non-cyclists at baseline with their current cycling behaviours, segregated by cycle friendliness

  31. Non-cyclists at baseline who are now cycling once a week or more post-Challenge, segregated by the cycle-friendliness of their town and gender. (M=602, F=1,039)

  32. Graph to show non-cyclists at baseline now cycling once a week or more, segregated by site and split by topography

  33. Non-cyclists at baseline with their current cycling behaviour, segregated by topography

  34. Graph to show non-cyclists at baseline now cycling once a week or more segregated by topography and gender (M=602, F=1,039)

  35. Graph to show non-cyclists at baseline who are now cycling once a week or more, segregated by site and gender

  36. Food for thought • Hills are not a barrier for some people. • We can achieve measurable increases in cycling with current levels of cycling infrastructure. • Give people a positive experience. • Understand where people are currently at. • Workplace Cycle Challenges work www.challengeforchange.com

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