Reality-TV show promoting sustainable mobility: Fact or Fable? You can use cover page with one or two photos or without photos ECOMM 2017 31 May – 2 June 2017, Maastricht Anu Tuominen, VTT Technical Research Centre of Finland Ltd Kaisa Mäkelä, Ministry of Environment Finland

The three-year long endeavor - Phase I The first ideas of a TV-show came up at the “smart and sustainable transport policy” workshop of the Advisory Board of the Ministry of Transport and Communications in 2013 A reality-TV idea was proposed due to its novelty and potential to reach a wider audience than any other smart mobility action The idea was elaborated further by group of interested parties from the Ministry of Environment, Tampere University of Technology, City of Helsinki, Network of Finnish Cycling Municipalities, and VTT A private consultant group was recruited to develop the idea further into a TV-show concept.

The three-year long endeavor - Phase II The reality TV-show concept was introduced to a production company (Warner Bros. Finland Ltd.), which decided to continue the format development…that took quite a long time… The production company approached the national TV broadcasting company YLE, which was interested, but offered to cover only half of the production costs! Co-funding round was launched among the administrative branch and R&D&I organisations of transport and the missing funding was received Shooting of the reality TV-show was finished in late 2016 and the first episode will be broadcasted in May 2017.

Novelty of the concept The Reality-TV show promoting sustainable mobility is a totally new concept, not realized elsewhere in the world The show has 10 episodes, each of which has a specific theme The reality-TV stars are 8 families all around Finland, and each week they are assigned to a special task relating to their daily mobility needs The success of accomplishing the tasks will be followed by the studio jury and the viewers The episodes introduce experts who comment the achievements of the participants from various perspectives: public health, economic impacts, transport system planning, climate issues, etc. The production presents large web-material for viewers to see, gain new knowledge and compare their mobility patterns with others.

The People’s Movement - episodes Introduction of the families More biking Use your car wisely Combining physical exercise and travelling Commuting by public transport Sharing economy Children on the move Smart and safe transport The experiments and everyday practices – any impacts? Future gadgets

Target groups The main target group: individual people and their mobility patterns Transport planners Civil servants Decision-makers … all who are responsible for the design, implementation and adaptation of sustainable mobility measures!

Transferability The reality-TV is a national project, shown all over Finland The participants represent various types of Finnish people living in cities, municipalities, or rural areas with different needs and possibilities for daily travel The production is owned by the producer. Theme-wise the concept is transferable to other countries taking into account the terms set by the producer.

Outcomes and implications Information sharing The project is versatile on an entertaining, but educating way and it will reach various types of people Knowledge creation The web-material of the show (e.g. mobility tests and best practices) will allow viewers to evaluate their own behavior and get information on the effects of the changes in their mobility patterns Experts on the show assess the potential for behavioral changes Data collection The web-site collects data on the behavioral changes of transport system users for research purposes  Promoting changes in mobility patterns

Ari Ylä-Anttila, commissioning editor for the Finnish Broadcasting Company: "The topic is very much up-to-date. The perspective is fresh, the mix of classic factual programming and reality with extremely good cast. The series is public service in its true meaning, informative and entertaining."

Thank you! https://vimeo.com/206208158

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