What lessons have been learned from Worcester’s sustainable travel town project?

Here Cat Ainsworth and Emilie van de Graaff review the five year long project, the benefits, what they would do again, and what they would do differently

Cat Ainsworth, Marketing and Communications Manager, Worcestershire County Council

Cat Ainsworth, Marketing and Communications Manager, Worcestershire County Council

Emilie van de Graaff, Associate, Integrated Transport Planning Ltd

Emilie van de Graaff, Associate, Integrated Transport Planning Ltd

Worcester’s Sustainable Travel Town project, branded ‘Choose how you move’, aimed to tackle local traffic congestion and reduce car dependency through a comprehensive Smarter Choices programme. The project benefitted from support and commitment from local residents and elected councillors, who have embraced the positive messages of the project and have made significant changes to their travelling habits.

Based on a social marketing approach, the Choose how you move...

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