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Presentation of Odense - City of cyclists May 2011, Riccioni, Italy
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Odense – City of cyclists!
/Marianne WeinreichHead of Mobility, VEKSØ
Vice Chairman Cycling Embassy of Denmark
Who’s talking!
• Head of the mobility department at VEKSØ, DK
• Worked with mobility management and promoting cycling for the last 11 years in DK and EU‐projects as a consultant
• BYPAD auditor• Vice chairman of Cycling Embassy of Denmark
Cycling in Denmark
The City of Odense
• 3rd largest city in Denmark• 187.000 inhabitants• 304,34 km²• 540 km cycle path
– First cycle path in 1895– Masterplan in 1976– Safe routes to school in 1979
• 82% of the school children walks/cycles to school
Odense Cycle City 1999‐2002
• Budget: 2,5 million €– The City of Odense 1,25 mil €– The Danish government 1,25 mil €
• Goals– To increase bicycle traffic by 20%– To reduce the number of accidents by 20%
• Strategy– To provide a safe and bicycle friendly urban space and promote and market cycling as a means of transportation
Flow and safety
• Green waves• Cycling both ways in one way streets• Cycling in pedestrian areas• Shortcuts in signed crossings• Blue “cyclist pockets”• Maintenance of cycle paths and lanes • Hole patrol• Safety study
A bicycle friendly urban space • New and improved bicycle parking facilities• New and innovative cyclist service facilities
– Cyclist counters– Air pumps– Locking devices– Water posts– Information and route signs
Marketing & campaigns
• Communication strategy– Mass media
‐ Focus on positive messages, image and lifestyle ‐ Keywords = Freedom, mobility & modern lifestyle
– Local targeted campaigns‐ Focus on positive experiences with cycling and role models‐ Key words = Health, environment, freedom, mobility
– Cross pressure!
Marketing & campaigns
• Mass Media– Web site– Out door posters, ads in busses and post cards every spring and fall
– Household distributed cycle magazines– Ads in the movie theatre– Local press
Marketing & campaigns
• Target groups local campaigns– Kindergardens– Schools– Workplaces
• Strategy– Every campaign was targeted to the specific target group
– Key – to participate you had to ride a bike!– It was attractive to join the campaign competition, prizes, joint experiences
Results
Results
• 20% raise in cycle traffic to modal split 28%• 20% decrease in accidents with cyclists• 35 mill new bicycle journeys made during the project = 25.000 new journeys every day
• 50% of the new journeys were made by car drivers• The City of Odense saved 4,5 mill € on health expenses
2003‐2007
• BYPAD• TARGET• MoCuBa• MOBILIS• Different bicycle “stand alone” projects• Cycling dropped from 28 to 24%
Odense Cycle City 2008‐11
• Odense Cycle City version 2.0 = Odense, City of Cyclists• New strategy, new goals• New action plan, new measures• Strong citizen and stakeholder involvement in the process
– SWOT analysis– Vision seminar– Survey
(24% share)
Focus areas• Bicycle parking• Children• Commuters• New danes• Elderly
Bicycle parking
Children
• Educating Ride’n play teachers for kindergardens
• Permanent Ride’n play play ground
• Summer cycle school for 2. and 3. graders
Commuters
Integration
• Team Integration– 40 people, 16 nationalities
• Women on bikes– Bicycle school
• Boys on bikes– Use bike to school/work
Elderly (AENEAS project)
How to create a cycle city?
Objective reality
Subjective reality
Social norms
Habits
CYKEL!
What influences our choice of transportation?
How to create behaviour change
Break the habit
Change the social norm
Change the subjective reality
Change the objective reality
Affiliation• Facebook, ambassadors
Activation• Campaigns
Awareness• Web, outdoor, lifestyle
Steps of behaviour change
Cycle City Aarhus, DK
The brand!
8000GOOD REASONSTOCYCLE
Branding campain
Kindergardens
Schools
Adults!
Mobil dialog
More info
Marianne Weinreich, VEKSØ[email protected]+45 2126 9086
Elsebeth Gedde, Odense, City of [email protected]+45 5116 5982