PROJECT DESCRIPTION
BACKGROUND
Brussels is a city of nearly one million inhabitants, where very few people actually cycle. In 1997, the number of journeys made by bicycle was lower than 1%, reflecting the lack of cycling tradition amongst public servants, schools, or in the workplace. An increased use of this efficient, silent and non-polluting means of transport would not only reduce traffic congestion but have important consequences on energy consumption and reducing harmful emissions and noise pollution. In 1994, Pro Velo worked with the Regional Authorities to produce Brussels Regional Action Plan, which involved mapping out a route network of over 250 kms. The authorities have already commenced putting the plan into action which should be completed by 2005,as part of Brussels Capital´s ambitious objective of achieving a 10% bike share of traffic. Although prime obstacles to city cycling,like theft and bike security, can only be solved by major investment in infrastructure (adequate storage facilities and bike lanes etc), much can be done to persuade the public of the advantages of cycling on health, economic and mobility grounds. Pro Velo developed the current project, backed by the Brussels Region, as part of an integrated strategy to promote cycling in the City.
OBJECTIVES
The main objective of the project was to promote cycling in Brussels as a recognized means of transport and a practical alternative to the private car. This would be achieved by an integrated campaign aimed at challenging the public´s attitude to bicycle use. The project would combine participatory activities and events with high profile media coverage, focusing on 4 key target groups: 1) The general public through the organization and publicity of mass festive events. 2) The schools by means of specific educational programmes. 3) The police and local authorities by training programmes. 4) The personnel of private companies and administrations through infrastructure promotion and campaigns. The project would double the funding already granted to the beneficiaries by the Brussels region, enabling them to hire a team of 4-5 people. The expected outcomes of the project were an increase in cycling from the distinctive target groups and increased awareness of policy makers . This would lead indirectly to environmental benefits related to reduction of emissions, noise and energy consumption.
RESULTS
The project developed an incremental programme which gradually built up the level of activity and profile of cycling in the city over the three years. By the end of the period, the project appeared to have achieved an impact on cycling levels both locally and regionally. Structured observation, comparing cyclist counts showed an increase of 20% in average bicycle use, with the strongest growth in the already most popular areas with good infrastructures. Policy makers and administrators were also highly exposed to bicycle promotion on both personal and work levels. This would appear to assure the sustainable growth of bicycle traffic in the Brussels Capital, which should help to achieve the objective of 10% bicycle traffic by 2005. If this is achieved, the environmental benefits will be significant in terms of reduction in emissions/ noise and energy consumption. The key success element of the project was the capacity to involve all principal actors at the same time with targeted activities, thus creating a veritable pro-bike movement and generating a positive interaction between local authorities and the citizen. The different target groups were reached through varied activities: 1) The general public, through mass events like “Dring Dring” , the “randonnée Eddy Merckx” and “En ville sans ma voiture”. The most successful and innovative event was “Dring, Dring” which has become a traditional event involving the participation of thousands who gather in the heart of Brussels each year, made traffic-free for the occasion. The event made inroads on the public´s use of the bike for “normal life”, starting on a Sunday and then prolonging the dynamic through follow-up activities during the week 2) The schools were approached through educational programmes, Dring Dring for schools and bike pooling with over 4000 pupils receiving practical training and 7500 participating in one-off events. 60 pupils also joined in with a pilot accompaniment to school project. 3) 60 local authority administrators were trained as bike traffic experts, whilst the active support role of the police was encouraged in all events, leading to the setting up of some special police bicycling patrols. 4) Companies were incited to participate in all initiatives and special initiatives like breakfast and lunch events were focused at workers. However this proved the most difficult area with minimal support from employers except in key areas within the Commission. This is clearly related to the fact that the majority of employees live outside the Capital. Although the project can be deemed successful, it is obvious that the driving force to achieve the overall objective lies in the hands of the local authority, providing major investments in infrastructure and long-term funding for this type of promotional programme The transfer possibilities of the approach used by the project are high and similar initiatives are already being taken within Belgium and abroad. . According to a report on the project featured in the LIFE Focus publication, "The air we breathe" (2005), following project termination, the level of cycling activity has increased in Brussels and the positive image of cycling as a means of transport has taken hold. The growing popularity of the Pro Vélo movement has led to numerous successful annual cycling events, such as “Dring Dring” (launched in 1993), which continues to draw thousands of the city’s inhabitants to cycle around the city and which is made traffic-free for the occasion. The campaign’s slogan is “cycling equals good health”(le vélo c’est la santé). The event is launched in May each year on a Sunday, and is followed by community events throughout the week, such as “let’s cycle to school” and “let’s cycle to work”. The healthy aspects of cycling are also reinforced by the participation of health organisations and associations including the Foundation for Heart Surgery. In addition, Pro Vélo holds regular campaigns and events throughout the year to promote cycling. These ativities include: - Education sessions for children and parents on safe cycling. - Daily “Simply Brussels” guided bicycle tours to encourage residents and visitors to discover Brussels in a different way (also available in other Belgian cities of Charleroi, Liege, Mons and Namur). - “Weekend art nouveau” tours invite participants on a two-day discovery of Brussels’ architectural heritage, by bus, bicycle and on foot. - Special cycling festivals and parades such as the royal “Véloparade”, held on 20 July 2003, to commemorate the 10 year reign of Albert II.
