Social marketing of 20mph based on Bristol research Nigel Brigham, Regional Director Sustrans

Main findings: popular support but There is widespread support among residents for 20mph in their own streets and neighbourhoods

JIMBYism “I would drive at 20mph around this area, where I am living…having said that, outside of my area, totally different! I’d be blasting down your road, unfortunately!” In-depth interview, Lawrence Weston resident

Main findings: reasons for non-compliance JIMBYism – Just in my back yard! Pressure from “other” drivers Habit – 20 feels too slow No fear of getting caught Visual cues – long, wide, straight roads Lack of awareness of new limit Difficult to drive at 20 Misconceptions and lack of buy-in

Main finding: 20mph doesn’t feel “normal” “I used to [drive at 20] and then I just noticed that no- one else does, so I started going a little bit faster.” Focus group participant, Knowle “It’s difficult to do 20 if the road is clear, it is difficult.” Focus group participant, Mangotsfield.

Speed choice in 20mph limits “Normal” drivers in the focus groups and interviews identified ways in which they need help to cross the chasm from 30 to 20

Residents want: more signage People want more, clear signs and reminders to help them stick to 20mph. The vehicle- activated signs are very popular. Rewards e.g. smiley faces could be even more effective. “I think a flashing sign is really effective. When it flashes, I’m like – oooh, they’ve seen me!” Focus group female participant, Knowle

Residents want: more publicity and information People want more information and positive publicity about 20mph to raise awareness and explain what the reasons are for introducing 20. “... a blanket 20mph would probably increase the times getting out of Bristol, maybe add minutes a day” Focus Group male participant, high mileage commuter

Residents want: more visible enforcement People want a visible enforcement strategy for 20mph and want to see police cars, council vehicles and licensed taxis observing the limit “…If you don’t get fined then…you know, it’s not serious is it?” Female focus group participant, Mangotsfield resident

Residents want: more community action Many residents feel passionate about changing their streets but don’t dare to dream “if you show people what it’s like when cars aren’t driving up and down, then it makes you go – oh, it’s really nice, it’s really quiet – not just for kids, because I think people take it for granted that the car is king…” Focus group male participant, Knowle

Residents want: more leadership and vision People would like the council to be more courageous and visionary in tackling traffic issues in Bristol “I think the council are very timid in a way, not just about cars, but about general things. It’s not an assertive council. I’ve never picked up the sense that, you know, this is what we’re doing and this is why we’re doing it, so here we go…” In-depth interview, Ashley ward female resident

The five Es of 20mph Drivers and residents want: Education – why 20 matters Encouragement – rewards for driving at 20 Enforcement – warnings and penalties Engagement – help in changing their streets Enlightenment – a vision for a 20mph city

From research to practice Funding: a full-time soft measures manager; a soft measures revenue budget >10% of implementation cost Timing Pre-implementation to raise awareness During implementation to “norm” Post-implementation to remind

Design of messages Positive or “feel good” messages (e.g. 20mph will make your neighbourhood a better place to live); Myth-busting to dispel concerns about increased journey times, fuel consumption or pollution; Norming messages (e.g. 80% of people think 20mph is a good idea) can break down “pluralistic ignorance; Messages to challenge cognitive dissonance or JIMBYism

Low cost physical interventions

Conclusions 20mph is popular but enforcement and hence compliance is low; Social marketing can help to achieve behaviour change but resourcing and timing of activities is key to success; Low cost physical street interventions are needed to complement the legal and social aspects of “signs-only schemes.