3. Smart mobility approach: If you want to change people’s behaviour, you have to know their values

4. Different target groups have different values, deffirent demands and require different soulutions. Let’s have a look at the family with children in the suburb. How well do we know them?

10. And then there’s the familiy with teenage children and the people where the children are grown up and have left the house

15. And finally the employees

17. How to approach the elderly care? Target group: Health care employees with many short trips to and from sick and /or old people in Aarhus. Anthropological methods to approach a target group who is difficult to reach. 2 weeks fieldwork to provide the project with information about real everyday behavior in stressed work situations. Drive along interviews, observation and casual conversations Identify the gap between what people say they do, and what their behavior patterns look like in reality. Focus: car usage and potentials for more active transport patterns when visiting the citizens.

20. What did we learn? 1.Focus on the (mobility) values: Time and health 2.For successful MM do something that add a value to the target groups 3.Even if the project has an agenda about reducing congestion – do not neglect personal values.