What problem did you address/are you addressing?
The project wish to tackle perceived safety around schools and parents behaviour. More parents will drop off their children at could than before. Partly due to longer distances to school. This causes serious traffic problems in front of schools. Parents are not likely to listen to traffic engineers or principals as they usually have a tight schedule in the morning.
What are your objectives?
To increase perceived safety for cyclist around school by experimenting and challenging traditional traffic solutions emphasizing dialogue and ownership.
To increase perceived safety for cyclist around schools by involving pupils as agents (spokesmen) for change in transport behaviour to affect primarily parents.
Describe the characteristics of your target audience
Parents are the primary audience. It’s complicated as they hold the key to pupils/children’s behaviour. Pupils are at the same time key target group and agents to reach parents.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
Through daily local newspaper, magazines, internet sites and conferences.
How did you evaluate/are you evaluating the success of your action?
Increased perceived safety as main indicator. Details below.
Please list the indicators you use to measure success
Cooperation with pupils and teachers will contribute to developing campaign activities custom-made for every school.
Pupils/parents will change transport behaviour. Increase of 10 % in the amount of pupil cycling to school in the active period and an increase of 5 % one week after intervention. Decrease of 15 % being dropped off by parents in the active period and 10
Increase of 25 % in the amount of parents that feel safe, that their children will go to school by their own mean of transport.
Parents assess that the temporary setups and the combined dialogue will contribute to more children go by their own mean of transport around school.
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Observation and semi-structured interviews with personal involved. Format: Written report
Traffic counts and monitoring of development in transport behaviour. Traffic counts before, in process and after.