ActTW Midlands Region Event : ‘Adapting the delivery of behaviour change programmes during the pandemic’

‘Adapting the delivery of behaviour change programmes during the pandemic’ 

Kindly sponsored by ITP.


Wed, September 22, 2021 : 1:30 PM – 3:00 PM 

About this event

		ActTW Midlands Region Event ; An East Midlands Behaviour Change Showcase. image



‘Adapting the delivery of behaviour change programmes during the pandemic’


Covid-19, social distancing and Government restrictions have had a significant impact on travel behaviour over the past 18 months. Many ongoing behavioural change programmes were paused during the height of lockdown and re-started in Summer 2020, but with a different focus – supporting safe and sustainable journeys. This involved adapting the traditional messaging, engagement approaches and incentives to remain relevant and continue to influence behaviour.

In this webinar, we will share three recent examples of behaviour change programmes that have been delivered during the pandemic to share lessons learnt for the delivery of future programmes.


Session 1: The impact of Covid-19 on behavioural change programmes - Adapting messaging and delivery approaches to continue influencing behaviour

Speakers: Georgia Taylor, Senior Consultant, ITP and Ross Paradise, Senior Transport Planner, AECOM

Nottinghamshire County Council’s ‘Travel Choice’ behaviour change programme began in 2017 with funding from the DfT’s Access Fund. Over the following four years, support was provided to residents, business, jobseekers, and school leavers, to encourage more sustainable travel. In 2020/21 the focus of the programme shifted in response to the pandemic to provide transport advice and support to those that needed it the most:

• Organisations with key workers needing to commute to the workplace,

• Employees at non-essential businesses adapting to working from home,

• Jobseekers trying to re-enter employment.

• Households, particularly to capitalise interest in walking and cycling.

This involved not only adapting the messaging to keep it relevant, but also the delivery approaches and incentives. This presentation provides and overview of how the programme was designed, delivered and evaluated along with lessons learnt to take forward into future programmes.


Session 2: Behavioural change helps to improve air quality

Speaker: Janet Hudson, Behaviour Change Project Manager, Leicester City Council and Rachel Thompson, Principal Consultant, ITP

Leicester City Council was awarded funding from the Government’s Joint Air Quality Unit (JAQU) to design, deliver and evaluate a programme of measures to address higher than average roadside concentrations of NO2 along St Matthew’s Way – part of the City’s inner ring road – to achieve air quality compliance. A programme of interventions was devised to ‘nudge’ vehicle users to reduce private car use in favour of walking, cycling and public transport, with specific interventions targeting business and private car trips, and an area-wide marketing campaign to raise general awareness of transport options. All of this was delivered during the pandemic. ITP was commissioned by Leicester City Council in early 2020 to undertake an evaluation of the programme, to measure the effectiveness of interventions in terms of changing behaviour; changing traffic levels and compositions to improve air quality. This presentation provides an overview of how a behavioural change programme can effectively be designed and implemented to improve air quality.


Session 3: Partnership working in practice - Creating a catalyst for behaviour change at a new regionally significant employment hub

Speaker: Steph Norris, Associate, ITP

SEGRO Logistics Park East Midlands Gateway is a 700-acre development with 6 mil sq ft of logistics accommodation adjacent to East Midlands Airport and in the new East Midlands Inland Freeport. The site opened in 2019 and it now home to household names such as Amazon, Very, XPO Logistics and DHL. As a planning condition for the site, a Sustainable Transport Working Group was established to oversee the delivery of transport interventions. The Group brings together public sector planning and transport teams with private sector developers, occupiers and transport operators to drive forward the delivery of sustainable transport measures. Over the past two years stakeholders have worked collaboratively to introduce innovative Travel Plan measures to support sustainable commuting, including an on-site shuttle bus, bike hire scheme and behaviour change programmes. This presentation provides an overview of how this collaborative approach to delivery has gone beyond a simple development control tick-box exercise to create real catalyst for change, allowing the public and private sector to come together to deliver an impactful behaviour change programme, even during the pandemic, and innovative sustainable transport solutions which could be deployed to other similar sites across the UK.