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What has Tarzan to do with this older lady and travel training?

Promoting travel training for older people in the NICHES+ and AENEAS projects. The Salzburg example. Conference “Communication, governance and citizenship: cultural aspects of the new approaches to accessibility”, 2 December 2010, Liévin, France Sebastian Bührmann, R upprecht Consult

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What has Tarzan to do with this older lady and travel training?

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  1. Promoting travel training for older people in the NICHES+ and AENEAS projects. The Salzburg example. Conference “Communication, governance and citizenship: cultural aspects of the new approaches to accessibility”, 2 December 2010, Liévin, France Sebastian Bührmann, Rupprecht Consult Angelika Gasteiner, StadtBus Salzburg

  2. What has Tarzan to do with this older lady and travel training?

  3. Travel training as topic in AENEAS and NICHES+ The AENEAS project • European project, aiming at applying Mobility Management measures to older people (50+) • For example training, (individualised) marketing and awareness raising campaigns • Knowledge transfer and exchange with other initiatives via dedicated training workshops • Project gathers twelve partners from eight European countries The NICHES+ project • Travel training as one of 12 innovative concepts • Guidelines for implementers • Exchange between European cities and concrete uptake of good solutions (e.g. Salzburg and Artois-Gohelle)

  4. Good practice: Salzburg Senior passengers – a special target group • Angelika Gasteiner, StadtBus: “In 20 years 50% of our customers are over 60!” • Challenge: What can a public transport company do for the older passenger (60-100 years)? • The project in Salzburg- a practical example and a role model • An initiative of StadtBus Salzburg and ZGB (Centre for Generations and Accessibility) Photos: Courtesy of StadtBus Salzburg, Angelika Gasteiner

  5. Public transport and older people • Staying mobile prolongs life • Less need of care means more independence • Quality of life: social contacts and activities • Less or no use of private automobile • Public transport often only mobility option • Crucial to understand needs of older passengers and to respond appropriately • 64% of all accidents involve people over 65 (social, health and economic issue) • …and simply an important and growing customer group!

  6. Why travel training? • Make older people feel safer, more secure and comfortable. Give confidence! • Contribute to making senior citizens use public transport and reduce car use • Enable people to stay independent as long as possible • Reduce accidents with older people in public transport vehicles • Improve the image of the public transport operator or authority that offers the training scheme

  7. What is it about? • Safety brochure • Two-day training course for seniors: • Small groups in bus depot, 2 training sessions in protected surrounding • Questions and answers • 1 protected bus ride in group • Social gathering with coffee and cake • Getting to know who to ask in case of further questions

  8. Training content On the bus: • Standing, walking, sitting safely • Getting on and off • Buttons, esp. pram button • Dangersoffalling, selfresponsibility • Information at bus stop and in bus • Whichdoor? • „Empowerment“, reactingtofears • Best seats • Practice ride • Interchanges • Etc.

  9. “Tarzan in the jungle”…and “on the bus”

  10. Further activities • Mobility Day & Conferences • Improvements of buses and bus shelters • Human contact: ombudswoman, information stands, visits at older clubs, service centres • Customer service: hotline and marketing material • Public relations • Driver training • Special trainings for passengers (e.g. blind, wheel chair users, persons with Parkinson disease)

  11. What’s in for the public transport authority and/or company? • Positive media reactions • Image improvement amongst passengers • Corporate Social Responsibility CSR • Acquire and retain important and growing passenger group • Fewer accidents • Raise awareness within company • Gaining prestige for operator

  12. Conclusions • Travel training as effective tool enabling passengers to make independent use of public transport without fears or concerns • Important marketing component for growing target group of older people • Low cost measures with easy implementation and high transferability potential • Salzburg example provides blueprint of effective scheme • SMT and Tadao in Artois-Gohelle as early implementer in France…. who’s next?

  13. Merci beaucoup pour votre attention ! www.niches-transport.org www.aeneas-project.eu www.stadtbus.at NICHES+: Sebastian Bührmann, Rupprecht Consult s.buehrmann@rupprecht-consult.eu AENEAS: Matthias Fiedler, Rupprecht Consultm.fiedler@rupprecht-consult.eu StadtBus: Angelika Gasteiner angelika.gasteiner@salzburg-ag.at

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