TARGET 2 - Travel Awareness Regional Groups for Environmental Transport 2
Overview
Background & policy context:
The need for changes of behaviour, attitude and culture in order to achieve a major shift towards more sustainable modes of transport, and to integrate these modes into the broader spatial development strategy for the North Sea Region, is a formidable task.
Under Interreg IIC, the TARGET 1 project demonstrated the effectiveness of spatial development in tackling car dependency with interventions that provide specific target populations with travel awareness tools (information, promotion, incentives and new services).
"Travel Awareness Regional Groups for Environmental Transport 2" (TARGET 2) is the follow-up of TARGET 1, and it supports sustainable transport in urban and rural areas through the development, implementation and ongoing awareness raising promotions, to provide a range of travel options for work, school and leisure journeys.
Objectives:
The objective of TARGET 2 is to develop, implement and evaluate a package of mobility management activities that will promote, facilitate and encourage the use of alternative modes to the car. Through transnational co-operation, strategies to promote effective and sustainable transport systems in urban and rural areas will be developed.
Specific objectives were:
- to create a practical platform for exchange of information and best practice concerning mobility management activities;
- to create proactive transnational networks to foster ongoing development of mobility management techniques;
- to engage business in developing travel options that mitigate the environmental impact of business generated travel demands for employees, visitors and customers;
- to extend existing, and develop a new range of interventions to develop positive attitudes to sustainable transport modes with young people and the wider community;
- to test the benefits of a specific Mobility Centre in Lundby as a one-stop-shop for all sustainable travel information and support.
A key driver of the project was to develop activities that could be continued, expanded and replicated following the completion of the project.
Methodology:
TARGET 2 was implemented through four linked transnational Work Areas, each designed to target a specific population group with the most appropriate interventions to achieve a modal shift in favour of more sustainable transport modes. These work areas are:
- Work Places. This area developed a model for working with key business sectors and developing travel options, such as car-pooling, bicycle usage and the promotion of greener fuels.
- Mobility Education. This area developed positive attitudes to sustainable transport modes by targeting households with information and school initiatives.
- Transport and Leisure. This area aimed to reduce car travel to a range of visitor attractions through e.g. logistics improvement.
- City Living. This area developed activities for urban areas such as improvement of information for walkers and cyclists, integrated ticketing and removing causes of social exclusion.
The joint implementation of activities across the different countries was a fundamental component of the project. All partner regions participated in the four Work Areas, with each region having responsibility for the overall direction and co-ordination of a Work Area.
Furthermore, the benefits of transnational co-operation and network-based learning were maximised through a number of activities including in-depth partner exchange visits, twice yearly thematic workshops, and development of the TARGET website.
The added value of transnational exchange have been the sharing of knowledge and experience which:
- fast tracked solutions to problems;
- provided new perspectives to old problems;
- tested apparently good solutions to work in different locations;
- developed a common source of knowledge so mistakes were not repeated;
- created good practice leaflets, reports, posters for joint working on common solutions;
- helped to develop strong networks.
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