1. Theory + cycling + people + data = Measurable changes in peoples cycling behaviour Thomas Stokell Managing Director Challenge for Change

2. Everyone can cycle …even Gaz

3. The amazing 39 stone cyclist

8. Cycling is for everyone… But how do we get more people cycling?

9. 1.Applying behaviour change theory 2.Case-study 3.Research with 16,000 new and existing cyclists. Today

10. Survey Data - former 'non-cyclists' 3 Months post Challenge 37% now cycle at least once a week 21% now cycle regularly (2-3 days or more each week) 19% now cycle to work at least once a week N = 1,664 Measurable change is possible

11. 03/30/09

19. Assist people to become confident and capable commuter cyclists Give people a positive cycling experience Break down old perceptions. E.g. hard, scary Greatly increases their likelihood of taking up cycling Create new perceptions. E.g. easy and fun More people cycling Self Perception Theory

20. What people say... The Cycle Challenge reminded me that I can do it, and not only that, enjoy it! I enjoyed it more than I thought I would, it was easier than I thought and I like the idea of keeping fit and travelling to work at the same time. Up until July of this year I hadn't rode a bike in 15 - 20 years! So I'm really pleased that I have kept to cycling 2-3 times a week ever since.

21. Take Home No. 1 Give people a short, positive experience

22. Self-Efficacy Our belief in our ability to achieve certain goals. Similar to self confidence but focuses on the beliefs people hold towards one behaviour specifically.

23. Recreational Cycling (off road/quite roads) Confidently and competently cycling for transport Trial cycling for work Cycle Skills Training Cycling Event Positive Cycling Experience Self Efficacy

24. Understand where people are at And what the next step for them is Take Home No. 2

25. Online Questionnaires Short, focussed = high response rate Surveys at: Baseline 2 weeks post Challenge 3 months post Challenge Evaluation Methodolgy

26. 57,000 participants - worldwide 16,100 UK participants 5,217 non-cyclists Data Set

27. 57,000 participants - worldwide 16,100 UK participants 5,217 non-cyclists 32% response rate 1,666 non-cyclist respondents

28. Objective 1: Encourage non-cyclists to take up cycling

29. Objective 2: Encourage people who are already cycling to cycle more often

30. Objective 3: Encourage people to cycle for transport purposes

31. Targeted messaging – online and email Targeted follow-on interventions Further research - including next 4% Applications

33. UK

36. Baseline non-cyclists with their current cycling behaviour, segregated by gender

37. Female Non-cyclists Female non-cyclists at baseline NonOccasionalRegular Once a week or more 25-34 years Total N=209 51%32%17%29% 35-44 years Total N=206 41%43%16%34% 45-54 years Total N=196 52%36%12%27%

38. Female Non-cyclists Female non-cyclists at baseline NonOccasionalRegular Once a week or more 25-34 years Couple living alone n=158 50%32%18%30% Couple living with children n=51 53%33%14%25% Total N=209 51%32%17%29% 35-44 years Couple living alone n=62 40%44%16%27% Couple living with children n=144 42% 16%37% Total N=206 41%43%16%34% 45-54 years Couple living alone n=68 50%38%12%24% Couple living with children n=128 53%35%12%29% Total N=196 52%36%12%27%

39. Male Non-cyclists Male non-cyclists at baseline NonOccasionalRegular Once a week or more 25-34 years Total N=105 34%38%28%43% 35-44 years Total N=152 34%28%38%51% 45-54 years Total N=112 31%41%28%47%

40. Male Non-cyclists Male non-cyclists at baseline NonOccasionalRegular Once a week or more 25-34 years Couple living alone n=64 33%44%23%41% Couple living with children n=41 37%29%34%46% Total N=105 34%38%28%43% 35-44 years Couple living alone n=32 31%16%53% Couple living with children n=120 34%32%34%51% Total N=152 34%28%38%51% 45-54 years Couple living alone n=29 34%48%17%52% Couple living with children n=83 30%39%31%46% Total N=112 31%41%28%47%

41. Impact of hills and Infrastructure

42. Cycle friendliness and topography of each city that has been analysed Cycle friendlyNeither friendly nor unfriendlyUnfriendly Cambridge ChichesterAshford Oxford ColchesterGM Milton Keynes DarlingtonLewes SouthamptonEdinburgh Isle of Wight Leicester Travelwise Merseyside HillyFlat Colchester Ashford Edinburgh Cambridge GM Chichester Isle of WightDarlington Lewes Leicester Travelwise Merseyside Milton Keynes Oxford Southampton Impact of hills and Infrastructure

43. Graph to show cycle friendliness of each Challenge site for non-cyclists at baseline who are now cycling once a week or more post-Challenge Friendly

44. Graph to show non-cyclists at baseline with their current cycling behaviours, segregated by cycle friendliness

45. Non-cyclists at baseline who are now cycling once a week or more post-Challenge, segregated by the cycle-friendliness of their town and gender. (M=602, F=1,039)

46. Graph to show non-cyclists at baseline now cycling once a week or more, segregated by site and split by topography

47. Non-cyclists at baseline with their current cycling behaviour, segregated by topography

48. Graph to show non-cyclists at baseline now cycling once a week or more segregated by topography and gender (M=602, F=1,039)

49. Graph to show non-cyclists at baseline who are now cycling once a week or more, segregated by site and gender

50. Food for thought Hills are not a barrier for some people. We can achieve measurable increases in cycling with current levels of cycling infrastructure. Give people a positive experience. Understand where people are currently at. Workplace Cycle Challenges work www.challengeforchange.com

51. Pick the fruit or shake the tree? www.challengeforchange.com

52. More Info Thomas Stokell Challenge for Change thomas@challengeforchange.com +44 (0)79 8430 9265 www.challengeforchange.com

53. Give people a positive experience Understand where people are currently at Workplace Cycle Challenges work Food for thought…

55. Pick the fruit or shake the tree? Picking looks like… Shaking looks like… Targeted vs Generic? Pros and Cons

56. Tables to show non-cyclists at baseline who are now cycling once a week or more, segregated by topography and cycle friendliness Topography Non cyclists at baseline Non (n=724)Occ (n=585)Reg (n=357) Once a week or more (n=605) %% Hilly 47%35%18%31% Flat 43%34%22% 37% Total 45%35%20%34% Non cyclists at baseline NonOccReg Once a week or more %% % Friendly 39%36%26% 40% Neither friendly nor unfriendly 48%35%17% 33% Unfriendly 48%35%17% 33% Total43%35%21% 36%