Lessons learned from the evaluation of cycling campaigns Miriam Müller ECOMM 2015: European Conference on Mobility Management Utrecht, May 20-22, 2016

page Wuppertal Institute21 May Since 1991 “Schwebebahn” Source:

page Wuppertal Institute Cycling campaigns Important field of municipal political activity Increasing cycling Making cycling fun Crucial: Combining infrastructural & soft measures 21 May Source of pictures:

page Wuppertal Institute 1. Zero-Emission-Mobility “Head on: Engine off” 21 May Initiator Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety Time period 2009 / 2010 Aim CO 2 -reduction on short distances Implementation 9 cities in 2009 and 2010 Source of pictures: Reutter, Oscar (2010): Kopf an: Motor aus.

page Wuppertal Institute Funny and provocative messages 21 May Zero-Emission-Mobility “Head on: Engine off” Source of pictures: Reutter, Oscar (2010): Kopf an: Motor aus. “It is better if you lose weight than the ice bergs – go by bike!” “Why not going by cabrio?! The environmentally friendly one on two wheels!”

page Wuppertal Institute 2. RadKULTUR Baden-Württemberg 21 May Initiator Ministry of Transport and Infrastructure of Baden-Württemberg Time period Since 2012 Aim:  Improving the image of cycling  Increasing cycling in Baden-Württemberg from 8% (2008) to 16% (2020) Implementation:  2-3 showcase municipalities per year Source of pictures:

page Wuppertal Institute 2. RadKULTUR Baden-Württemberg 21 May Source of pictures: Source: Repair Stand Bicycle Tour Picture Competition “Bicycle Prince and Princess” Fashion Show

page Wuppertal Institute 3. Radlhauptstadt Munich 21 May Initiator City of Munich Time period Since 2010 Aim:  Promoting cycling as an “urban life style” Implementation:  Infrastructural and soft measures in Munich Source of pictures:

page Wuppertal Institute 3. Radlhauptstadt Munich 21 May Source: Repair Stand Cycling Night Source: Source:

page Wuppertal Institute Evaluation of cycling campaigns Elements of the assessment: Representative telephone survey Expert interviews Assessment of effects Media analysis Recommendations 21 May

page Wuppertal Institute Active and passive knowledge 21 May *ZEM: Only persons with car availability were surveyed 25% to 50% active knowledge 60% to 80% active and passive knowledge Source: Telephone survey, Wuppertal Institute 2009, 2012, 2014

page Wuppertal Institute Acceptance Generally well accepted 80% to 90% as (very) good 21 May Source: Telephone survey, Wuppertal Institute 2012 & 2014

page Wuppertal Institute Campaign elements 21 May Knowledge of elements (“RadKULTUR” Heidelberg) Higher knowledge:  Activities with a benefit  Unconventional activities  Participatory activities Source: Telephone survey, Wuppertal Institute 2014

page Wuppertal Institute Campaign elements 21 May Knowledge of elements (“RadKULTUR” Heidelberg) Higher knowledge:  Activities with a benefit  Unconventional activities  Participatory activities Source: Telephone survey, Wuppertal Institute 2014 # Acceptance of elements (“RadKULTUR” Heidelberg) Higher acceptance:  Activities with a benefit Lower acceptance:  Unconventional activities

page Wuppertal Institute Campaign elements 21 May Safety Important to be addressed However: difficult issue to communicate City politics and administration Increased awareness New partnerships Source: Source:

page Wuppertal Institute Importance 21 May Source: Telephone survey, Wuppertal Institute 2012 & 2014

page Wuppertal Institute Impacts 21 May Source: Telephone survey, Wuppertal Institute 2009, 2012, % to 15% state by self-assessment, that the campaigns contribute to increase their cycling behaviour

page Wuppertal Institute Conclusions Knowledge: 25-50% notice a cycling campaign actively About 75% active and passive knowledge Acceptance: High Acceptance (80-90%) Effects: Campaigns create a positive image of cycling Campaigns can stimulate cycling 21 May Source of icon:

page Wuppertal Institute Conclusions Implementation and further development: Implement for a long term period of time Design for the specific situation in your city Combine praxis-relevant and unconventional elements Address specific groups (children/youth, elderly, migrants, employees) Include further actors (schools, businesses) Communicate your activities Include social media Further aspects which can be addressed:  multimodal elements  pedelecs  safety: important but difficult  provide benefits 21 May

Contact: Wuppertal Institut for Climate, Environment and Energy Döppersberg Wuppertal