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

2. page Wuppertal Institute21 May 20152 250 Since 1991 “Schwebebahn” Source: https://www.wuppertal.de/tourismus-freizeit/schwebebahn/index.phphttps://www.wuppertal.de/tourismus-freizeit/schwebebahn/index.php

3. page Wuppertal Institute Cycling campaigns Important field of municipal political activity Increasing cycling Making cycling fun Crucial: Combining infrastructural & soft measures 21 May 20153 Source of pictures: http://radkultur-bw.dehttp://radkultur-bw.de

4. page Wuppertal Institute 1. Zero-Emission-Mobility “Head on: Engine off” 21 May 20154 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. http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf

5. page Wuppertal Institute Funny and provocative messages 21 May 20155 1. Zero-Emission-Mobility “Head on: Engine off” Source of pictures: Reutter, Oscar (2010): Kopf an: Motor aus. http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf “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!”

6. page Wuppertal Institute 2. RadKULTUR Baden-Württemberg 21 May 20156 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: http://radkultur-bw.dehttp://radkultur-bw.de

7. page Wuppertal Institute 2. RadKULTUR Baden-Württemberg 21 May 20157 Source of pictures: http://radkultur-bw.dehttp://radkultur-bw.de Source: www.heidelberg.dewww.heidelberg.de Repair Stand Bicycle Tour Picture Competition “Bicycle Prince and Princess” Fashion Show

8. page Wuppertal Institute 3. Radlhauptstadt Munich 21 May 20158 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: http://www.radlhauptstadt.muenchen.dehttp://www.radlhauptstadt.muenchen.de

9. page Wuppertal Institute 3. Radlhauptstadt Munich 21 May 20159 Source: www.radlhauptstadt.muenchen.dewww.radlhauptstadt.muenchen.de Repair Stand Cycling Night Source: www.radlstar.dewww.radlstar.de Source: www.radlhauptstadt.muenchen.dewww.radlhauptstadt.muenchen.de

10. page Wuppertal Institute Evaluation of cycling campaigns Elements of the assessment: Representative telephone survey Expert interviews Assessment of effects Media analysis Recommendations 21 May 201510 2009 2012 2014

11. page Wuppertal Institute Active and passive knowledge 21 May 201511 *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

12. page Wuppertal Institute Acceptance Generally well accepted 80% to 90% as (very) good 21 May 201512 Source: Telephone survey, Wuppertal Institute 2012 & 2014

13. page Wuppertal Institute Campaign elements 21 May 201513 Knowledge of elements (“RadKULTUR” Heidelberg) Higher knowledge:  Activities with a benefit  Unconventional activities  Participatory activities Source: Telephone survey, Wuppertal Institute 2014

14. page Wuppertal Institute Campaign elements 21 May 201514 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

15. page Wuppertal Institute Campaign elements 21 May 201515 Safety Important to be addressed However: difficult issue to communicate City politics and administration Increased awareness New partnerships Source: http://de.freepik.comhttp://de.freepik.com Source: http://de.freepik.comhttp://de.freepik.com

16. page Wuppertal Institute Importance 21 May 201516 Source: Telephone survey, Wuppertal Institute 2012 & 2014

17. page Wuppertal Institute Impacts 21 May 201517 Source: Telephone survey, Wuppertal Institute 2009, 2012, 2014 10% to 15% state by self-assessment, that the campaigns contribute to increase their cycling behaviour

18. 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 201518 Source of icon: http://de.freepik.comhttp://de.freepik.com

19. 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 201519

20. Contact: miriam.mueller@wupperinst.orgmiriam.mueller@wupperinst.org Wuppertal Institut for Climate, Environment and Energy Döppersberg 19 42103 Wuppertal www.wupperinst.org