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Changing hearts and minds

There is a growing perception that active steps will need to be taken to contain road traffic growth and channel some of the demand for movement into other modes or meet it in non-travel ways. This policy perspective is at the heart of the UK Government's Transport White Paper, which proposes to contain traffic levels by developing an integrated transport system, offering seamless door-to-door travel by combining public transport with other modes, and greater powers for local authorities to restrain car traffic actively. For such policies to succeed, public understanding and widespread support are needed. It will not be easy to 'change hearts and minds', but this approach has succeeded before. This paper first briefly reviews current public attitudes in the UK, and how they have changed during the last decade. It then presents some findings from the INPHORMM project, and considers such projects in relation to wider public communication and involvement initiatives. INPHORMM (INformation and Publicity Helping the Objective of Reducing Motorised Mobility) was funded by the EU; it reviewed over 120 European campaigns that were designed to raise awareness and sometimes change travel behaviour, and evaluated 30 of these case studies in more depth. It also prepared a Resource Pack for Promoting Sustainable Transport. For the covering abstract see ITRD E105245.