Project no.: 518368

Project acronym: MAX

Project title: Successful Travel Awareness Campaigns and Mobility Management Strategies

Integrated Project

6.2 Sustainable Development1.6.2 Sustainable Surface Transport Objective3.1.1.1.3 Advancing Knowledge on innovative measures in urban transport

Title of Report:

MAX WPA Task force 2Campaigning-the-campaign

Status: final

Period covered: Date of preparation: 10 September 2009Start date of project: 1 Oct. 2006 Duration: 36 months

Version: final

Prepared by: FIT, ETT, M21 (editing)

Checked by:

Verified by:

Status:

Dissemination level: PU (public)

Project co-funded by the European Commission within the Sixth Framework Programme (2002-2008)

Table of Contents

List of Figures..........................................................................................................................................................5

1 Objectives WPA Task force 2........................................................................................................................6

2 Methodology....................................................................................................................................................7

2.1 Case studies of good practice campaigns.................................................................................................7

2.2 Survey among local and national EMW coordinators (European mobility week)...................................92.2.1 EMW coordinators survey sample....................................................................................................92.2.2 EMW cultural aspects analysis.......................................................................................................10

3 Results............................................................................................................................................................13

3.1 From an organisational point of viewpoint............................................................................................13

3.2 From the awareness raising process viewpoint......................................................................................13

3.3 Supportive factors...................................................................................................................................13

3.4 From a cultural viewpoint.......................................................................................................................14

3.5 Differences in experience........................................................................................................................15

3.6 Transferability.........................................................................................................................................15

4 Conclusions and recommendations: Success Factors Campaigning the Campaign...............................16

5 Technical documents produced in Task force 2..............................................................................................17

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List of Figures

Figure 1: campaign image of Bob au Volant Toujours – case study (Belgium).......................................................8

Figure 2: campaign image of the European mobility week edition 2007 in Bologna – case study(Italy)................8

Figure 3: Campaign image of the European mobility week editon 2007 in Léon case study (Spain).....................9

Figure 4: Logo from Active for Life (HEA) –case study UK...................................................................................9

Figure 5: Campaign Image from Nicosia - promotion of and investments in public transport in Nicosia - Cyprus..........................................................................................................................................................................9

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1 Objectives WPA Task force 2

Task Force 2 “Campaigning the campaign” aimed at investigating the main aspects relating to the awareness raising process for convincing decision makers and politicians to implement (participating, organising and/or financing) sustainable transport campaigns. The purpose of Task Force 2 was to go into the process before the campaign’s start-up, when the relevant policy makers and stakeholders have to be convinced to make or support a travel awareness campaign. This Task Force sought to understand which actions, approaches and tools were more effective to encourage them in implementing sustainable transport campaigns.

The following set of key research questions were defined as a basis of enquiry to carry out an in-depth investigation on the campaigning-the-campaign process:

How do you raise the awareness of politicians and decision makers on the importance of sustainable transport?

How do you persuade politicians and decision makers to invest in sustainable transport campaigns?

How do you design and implement sustainable transport campaigns in which “receivers” are politicians and decision makers?

Are there "key actions" for the success of the awareness raising process among politicians and stakeholders?

What sectors/types of organisations are open for investing in sustainable transport campaigns?

Which different types of messages, media as well as marketing extensions, have to be adopted to persuade politicians and decision makers to invest in sustainable transport campaigns?

How do you integrate sustainable transport campaigns in an overall transport strategy which involved physical infrastructure and/or pricing?

Task force 2 focused in its research on the WPA objective how to convince multipliers to contract campaigns for sustainable transport by "campaigning the campaign" in order to support the development of policy. Task force 2 analysed good practice examples in EU New Member States and also looked into good practice in the non-transport field. While analysing existing campaigns targeted at decision makers the type and tone of messages were looked into, the range of arguments (such as economic, social, environmental and health related) used and the types of media that were most effective.

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2 Methodology

In order to give answers to the identified research questions, the following research activities were conducted within Task Force 2:

1. Case study review of four good practice campaigns targeted at stakeholders and/or decision makers

2. A survey among 43 local and national European Mobility Week coordinators throughout Europe

3. A case study of a campaign in a new member state (Nicosia – Cyprus)

As part of task Force 2, also two small MAX-demonstrations in the city of Tallinn (Estonia) and the Lazio region (Italy) were set up. These are described in depth in separate demonstration reports. (See overview in section 5).

2.1 Case studies of good practice campaigns

For the Task Force 2 case study data collection, a multi-method approach was used following the case study protocol. Desk research activities were carried out by scrutinising relevant literature and official documents with the basis of enquiry being the research questions. In addition more than one interview with the local experts involved in the organisation of the campaigns have been undertaken. The interviews have been carried out in accordance with a pre-defined (research questions) checklist for personal interviews. Both the document analysis and the interview results have been analysed and discussed in the reporting documents on the basis of the research questions. These questions helped to summarise and discuss the collected data in a way to make clearer the campaigning-the-campaign process.

Four relevant cases were selected for in depth investigation on the awareness raising process1:

the “La ciudad, sin mì coche” (The city without my car) campaign for the 2007 European Mobility Week (EMW) in León (Spain);

the “Streets for People” campaign for the 2007 EMW in Bologna (Italy);

the “Bob au volant. Toujours” awareness campaign implemented in Belgium in 2002/2003 against the drinking-driving habit.

the “Active for Life” case study of the Health Education Authority in the UK

the “Nicosia Public Transport” case study in Cyprus

Figure 1: campaign image of Bob au Volant Toujours – case study (Belgium)

This case study is about the designated driver campaign implemented in Belgium from November 2002 to January 2003, “Bob au volant. Toujours.” This campaign is one of the successful campaigns using the “Bob” concept which had been developed by the IBSR (Belgian road safety organisation) and Arnoldus Group (Belgian Brewers’ association) in the ‘90s. The case study looked into the campaign elements that are key to convince different stakeholders to support and participate in the campaign as messenger, sponsor, etc.

Figure 2: campaign image of the European mobility week edition 2007 in Bologna – case study(Italy)

1 The full case study reports are downloadable from the epomm website

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The 2007 edition of the EMW campaign in Bologna, which ran from the 16th to the 23rd of September, was a good opportunity to present the city’s Master Plan for Urban Traffic (PGTU) and to introduce some measures, because the theme for that year was “Streets for People”, in line with the Plan’s vision. This PGTU counts for the 2007-2010 period and is a strategy aiming at reducing car use by 14% and increasing public transport by 17% and cycling by 31%.

Figure 3: Campaign image of the European mobility week editon 2007 in Léon case study (Spain)

León has participated in the European Mobility Week since the start in 2002 and the “In town without my car” since 2000. In 2007 they were rewarded the Mobility Award 2007 as best city, for good integration of technical innovations and a well-run information campaign. The successful EMW campaigns in Léon have allowed the integration of several new measures in the Municipality’s transport strategy. They are a very important element for the political support of policy makers as well as the participation of stakeholders. This is linked with the importance of the publicity in the EMW campaign and in each event organised in that framework.

Figure 4: Logo from Active for Life (HEA) –case study UK

This case study describes the English campaign “Active for Life” on promoting health-enhancing physical activity among adults. in the UK (between 1996-2000). The campaign promoted the new

message of participation in moderate intensity physical activity on at least five occasions, for at least 30 minutes a week. The more palatable prescription ‘half an hour a day of moderate activity’ was used for promotional purposes. The case study in MAX focuses more in particular on the effectiveness of the initial campaigning-the campaign actions among four key professional groups in England who where defined as key stakeholders: general practitioners, practice nurses, health promotion specialists and leisure professionals.

Figure 5: Campaign Image from Nicosia - promotion of and investments in public transport in Nicosia - Cyprus

The Ministry, in view of major interventions regarding Public Transport in Cyprus and in particular in Nicosia, has initiated in 2008 a communication effort starting with a publicity campaign about Public Transport. PT restructuring and promotion has been put on the agenda of the Ministry for Transport and Works in Cyprus, because of the tiny share of PT (just 3%) in motorised traffic.

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2.2 Survey among local and national EMW coordinators (European mobility week)

For the second part of the Task Force 2 investigations, interviews with local coordinators of the European Mobility Week (EMW) were conducted. The EMW was identified as one of the most relevant initiatives for the research, as it is a European wide campaign being developed in different cities across the European countries in the field of urban sustainable mobility. For this reason, local EMW-coordinators were considered as key actors for asking information on the awareness raising process used to convince local policy makers and stakeholders to participate and organise the EMW in their cities. During the analysis of the interviews it became obvious that the national level of the organisation played an important role. In addition, interviews were conducted with 8 national coordinators of the EMW-campaign, which are also analysed.

2.2.1 EMW coordinators survey sample

So, in total Task Force 2 researchers undertook 43 interviews with local and national European Mobility Week campaign coordinators throughout Europe. Contact details of the local EMW-coordinators for a sample of 100 cities that organised the EMW campaign at least once in the past two years and taking into account the regional spread (e.g. north-western EU-countries, south-western EU-countries, etc.) were provided by EUROCITIES. EUROCITIES also provided short background information on the different campaigns for the selected sample of cities.

From this sample of 100 cities, 35 personal valid interviews were conducted (by telephone or face-to-face) with local campaign coordinators from the selected EMW cities. A predefined checklist of identified key research questions was used for the interviews (see full survey report) and the interview transcripts were analysed alongside information regarding regional distribution, cultural differences, size of the city and experience in organising the EMW event. The response to the survey is presented below.

1. 10 North-Western EU-cities: Östersund (Sweden), Barnstaple Devon (UK), Kristiansand (Sweden), Karlstad (Sweden), Trondheim (Norway), London Borough of Islington (UK), Turku (Finland), Carlow County (Ireland), Reykjavik (Iceland) and Copenhagen (Denmark).

2. 8 South-Western EU-cities: San Sebastián (Spain), Cascais (Portugal), Rethymno (Greece), Karditsa (Greece), Evora (Portugal), León (Spain), Albacete (Spain) and Bologna (Italy).

3. 9 Western-Central EU-cities: Bergen op Zoom (the Netherlands), Marburg (Germany), Luxembourg (Luxembourg), Orléans (France), Geneva (Swiss), Frankfurt (Germany), Bühl (Germany), Zoetermeer (Netherlands) and Brussels (Belgium).

4. 7 Eastern EU-cities: Zilina (Slovakia), Pecs (Hungary), Ljubljana (Slovenia), Arad (Romania), Klaipeda (Lithuania), Vilnius (Lithuania), Budapest (Hungary).

5. 1 Eastern accession city: Koprivnica (Croatia).

As stated above, interviews with national EMW coordinators from Spain, UK, Ireland, Portugal, Slovakia, Finland, the Netherlands and Czech Republic were added to this sample.

The data collected by the Task Force 2 research team, enabled them to define target groups for campaigning-the-campaign, to outline the most common and successful actions/approaches implemented in EMW cities to convince these groups to participate in organising EMW campaigns as well as to define possible barriers for the success of the awareness raising process.

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2.2.2 EMW cultural aspects analysis

Additionally, as stated in the WPA Research Plan, Task Force 2 has also taken cultural aspects into account. A one day training workshop attended by the WPA research team was devoted to understanding cultural dimensions which may be significant to campaign design in different countries. The training was based on the work of Geert Hofstede on cultural dimensions used by (among others) Cornelissen en Slotboom (2005) to explain intercultural relationships in global business, cultural differences in approaches to organisational problems and the reasons why globalisation may not ever produce homogenisation in global organisations and industries. Hofstede defines culture as “the collective programming of the human mind which distinguishes the members of one society group from those of another”. Culture consists of patterns of thinking which parents transfer to their children, teachers to their students, friends to their friends, etc. It is reflected in the meaning people attach to various aspects of their lives, the way of looking at the world and the role they have in it, and in collective beliefs. This does not imply, of course, that everyone in a society acts in the same way; statements about culture can only be statements of a central tendency and there will be wide differences among individuals and sub-groups. Culture being a collective component will in many cases be reflected in the society and how people react and interact. It is hypothesised that in the case of travel awareness campaigns, cultural differences explained quantitatively by the four dimensions proposed by Hofstede (2001)2 (see table on the next page) may affect the receptiveness of the target audience in different countries and consequently the triggers required to bring about modal switch. This could affect the design of the campaign.

2 The fifth dimension is of minor importance for our research

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Table 1: The 5-dimensional model of cultural characteristics3

Dimension Characteristics

Low High

Power Distance

The extent to which the less powerful members of society accept that power is distributed unequally.

Low dependence needs Inequality minimised Hierarchy for

convenience Superiors accessible

All should have equal rights

Change by evolution

High dependence Inequality accepted Hierarchy needed Superiors often

inaccessible Power holders have

privileges Change by revolution

Individualism

Collectivism: people belong to in-groups (families, clans or organisations) who look after them in exchange for loyalty.

Individualism: people look after themselves and their immediate family only.

“We” consciousness Relationships have

priority over tasks Fulfil obligations to

family, in-group, society Penalty: Loss of face and

shame

“I” consciousness Private opinions

Fulfil obligations to self Penalty: Loss of self-

respect and guilt

Masculinity

Femininity: the dominant values in society are caring for others and quality of life.

Masculinity: the dominant values are achievement and success

Quality of life, serving others

Striving for consensus Work in order to live Small and slow are

beautiful Sympathy for the

unfortunate Intuition

Performance ambition, a need to excel

Tendency to polarise Live in order to work Big and fast are

beautiful Admiration for the

successful achiever Decisiveness

Uncertainty Avoidance

The extent to which people feel threatened by uncertainty and ambiguity and try to avoid such situations.

Relaxed, less stress Hard work is not a virtue

per se Emotions not shown

Conflict and competition seen as fair play

Acceptance of dissent Flexibility Less needs for rules

Anxiety, greater stress Inner urge to work hard

Showing of emotions accepted

Conflict is threatening

Need for agreement Need to avoid failure Need for laws and rules

This 4-dimensional model identifies 5 clusters of countries (Contest Cluster, Network Cluster, Pyramid Cluster, Solar System Cluster and Well-Oiled Machine Cluster) each cluster representing a certain combination of the dimensions.

3 Source : Itim International, 2007, 5-D pocket guide, Country scores and definitions.

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Contest Cluster: These countries are characterised by low power distance, high individualism, low uncertainty avoidance and high masculinity. The countries applicable to this cluster are Anglo-Saxon countries, and some of the former British colonies. The keywords in these societies are competition and freedom, where rules and regulations from the government should remain to a minimum. These countries do not tend to focus on details; but prefer to take an overall view.

Network Cluster: This cluster shares with the contest countries low power distance, high individualism and low uncertainty avoidance. The difference is the extremely high femininity they represent. The cluster comprises of the Scandinavian countries, the Netherlands and the Baltic States. Instead of opting for competition, ambition and winning, network countries prefer cooperation, consensus and friendly relations. An employee expects to be consulted about any matter that concerns him or her no matter of his or her organisational rank. Societal responsibility and, welfare of employees and reliability are also important characteristics.

Pyramid Cluster: In this cluster the countries all share high power distance, high uncertainty avoidance and are collectivist. This is one of the most common profiles in the world, in Europe it comprises among others Portugal, Greece, Slovakia, Romania, Croatia, Slovenia and many Russian countries. The Pyramid configuration provides a clear structure both in terms of hierarchy and mandate, as well as work processes and social arrangements. Authority is highly centralised at the top and strictly delegated. A good leader should be available to support his employees at all levels and be able to answer all questions.

Solar System Cluster: The Solar System has a lot in common with the Pyramid; high power distance and high uncertainty avoidance; however they are rather individualist than collectivist. This cultural profile can be found in France, Belgium, Northern Italy and to a limited extent Spain. People are hard working and motivated to do a good job according to their professional standards. As the employees are individualist, coordination is much more difficult than in Pyramid countries. A leader should be visible and well informed about the work but not control too obviously. Then he will de-motivate the employees and he risks them hiding issues from him.

Well-Oiled Machine Cluster: These countries are characterised by low power distance, high individualism, high masculinity and high uncertainty avoidance. They are mainly German speaking countries and to a certain extent Hungary and the Czech Republic. The dilemma here is that people require structure and predictability, but they will not accept an authority imposing such structure upon them. The emphasis is put on systems, structure and objectivity and people are focused on delivering high quality according to specification. Transparency is a key word and people will readily make information available.

All EMW cities interviewed were listed to the clusters and it showed that almost 1/3rd of the cities interviewed belonged to the Network Cluster (31%), 23% to the Pyramid Cluster, 20% were listed to the Solar Cluster, 17% were identified as belonging to the Machine Cluster and 9% were Contest Cluster.

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3 Results

Based on both the Task Force 2 case study analysis and the survey among European Mobility Week coordinators, the main Task Force 2 findings answering the Task Force 2 research questions are listed below.

3.1 From an organisational point of viewpoint

1. The most common travel awareness campaign initiators are departments of environment and/or transport on the national or local level. An interesting finding in some countries is the partnership between the local administration and a local NGO, sharing the organisation.

2. The most important policy makers at the local level to convince are the Mayor and the City Council. They are the ones that make decisions on budget allocations, and thus, decide on whether to participate or not.

3. The most valuable participants to the campaign come from municipal dependencies; such as the local police, schools and the local public transport companies. Other participants can be local associations like NGOs or sports clubs.

4. The main motivation for external companies and organisations to participate is to get publicity, gain new customers and to get related to a certain image –in this case a green image.

3.2 From the awareness raising process viewpoint

1. Three major strategies to convince local stakeholders were identified; bottom-up, top-down and personal approach on the same level. Depending on the characteristics of the city and its situation one strategy or a combination should be used.

2. Personal contacts and direct meetings with decision makers are important to convince them. However, some cities stated that it’s important to combine various actions to succeed in persuading a stakeholder. In order to secure the interest, a good action is to make the policy makers participate actively in the campaign or event.

3. The most used arguments are related to environmental aspects and to be part of a European project, which gives the opportunity to exchange ideas between cities.

4. A combination between rational and emotional approach is the most used tone of message as well as sending a positive image. More than half of the cities questioned, think that the message should be based on environment and health arguments to be more successful.

5. The three most valuable message givers are: citizens and lobby groups, experts on transport and environmental issues, and mayors and councillors from other cities. Depending on the nature of the message or the type of stakeholder one or another message giver should be used.

3.3 Supportive factors

1. Participation in the EMW seems to lead to the preparation of a general framework, such as a transport plan, and to the start-up of projects. Ways of integration of the campaign is by the inauguration of new measures, start-up of special actions and to highlight existing projects.

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2. Decision makers are most in favour of newspapers and print media to make publicity. However, media is not used as a way to campaign the campaign, but more as an argument to convince policy makers to participate.

3. The most important barriers to ensure funding is the lack of resources (human and economical); negative media, pressure from interest groups and change of governance.

3.4 From a cultural viewpoint

As described in the method section, all interviews with EMW coordinators were analysed according to the 4-dimensional model of cultural characteristics. Based on this analysis, characteristics of campaigning the campaign processes were set up for every cluster of the model. These findings should be interpreted with caution, as every city is different from another, even within a cultural group.

1. Solar System countries (France, Belgium, North-Italy and Spain)

Solar System countries are characterised by using a quite strict top-down approach, where the Ministry or Regional department takes the initiative and transfers it to the local level. The most important contact person is the Mayor or a councillor who in turn assigns a civil servant to organise and carry out the campaign. Most important actions to convince stakeholders are with forums and meetings targeted at national or local levels, where everyone can participate and be informed. Publicity is a commonly used argument, with emphasis on economical aspects related to the environment.

2. Pyramid countries (Portugal, Greece, Slovakia, Romania, Croatia and Slovenia)

In the Pyramid countries there is a tendency to use a bottom-up approach when trying to convince the policy makers, however with quite diverse results among the countries. The actions should be followed by publicity coverage and media promotion, using arguments with a focus on the benefits of being part of a European project and share experiences with other cities. The normal tone of message is to highlight health and safety issues and the message giver should be an expert or citizens groups.

3. Contest countries (UK, Ireland)

Also in Contest countries the tendency is to use a bottom-up strategy, probably because of the policy of the supporting national departments in UK and Ireland of not to promote the initiative, but that it should be an initiative from the city itself. In order to engage the interest of a policy maker or stakeholder presentations on previous editions and meetings and on the national framework should be highlighted. As in Solar System countries messages based on economical aspects related to the environment works best.

4. Machine (German speaking countries, Hungary and Czech Republic)

In Machine countries it’s important to show results from previous editions of a campaign, the best way is in a meeting with the decision makers. Previous success should be highlighted and transferred to environmental benefits. The most trusted message givers are mayors and councillors from other cities with large experience.

5. Network (Scandinavia, the Netherlands, Baltic states)

Most effective actions to use in Network countries seem to be workshops and discussion panels, exposing arguments connected to the environment. If a message needs to be highlighted it should be given by someone without connection to the city. Another argument to take into account is to be part of a European project.

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3.5 Differences in experience

A few differences were detected when it comes to experience in, first of all organising the EMW, but also in implementing travel awareness measures and actions. The analysis showed that the longer the experience the more important is the publicity of the event. Many cities with experience in the EMW-campaign for 5-6 years highlighted the importance of having good relations with media and an extensive coverage of the campaign in order for it to be successful.

Another interesting finding, (not verified, but a commonality in the interview data) was that cities with longer experience put more emphasis on an emotional approach of the messages. There was still a combination between rational and emotional aspects, but the emotional part was more important.

Regarding the message giver, there was a logical development. Cities with shorter experience tended to trust experts and representatives from other experienced cities to convince their own policy makers and stakeholders. On the other hand those with longer experience listened more to the opinions of citizens and lobby groups.

3.6 Transferability

Transferability is a key question for the research in the MAX project, and this research area is not an exception. The kind of research that has been undertaken has made it possible to evaluate in a rather good way the possibilities to transfer an idea from one country or city to another. The EMW-campaign itself has been successful in many different countries and specific conditions. This is proof that this kind of framework provided on a European level can be adopted by partners all over Europe.

The national EMW-coordinators were asked about necessary adaptations from the original European framework. Most of them stated that apart from translation of the material, some changes had to be made to adapt information material to national and local conditions. Continually best practice cases from their own country are included in handbooks and other information material and in some countries recommendations are given on how to implement best practice from other countries.

The recommendations based on cultural characteristics discussed above could serve as a guide of transferability for campaigning the campaign.

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4 Conclusions and recommendations: Success Factors Campaigning the Campaign

Based on this research, recommendations on successful campaigning the campaign were set up:

1. Integrate the TA-campaign in a general transport plan. If TA-campaigns are a part of the general transport plan the whole process of campaigning the campaign will be easier. The campaign will be better justified, there might already be some budget for campaigns, the framework gives a support on the purpose of the campaign, the campaign can be linked to a special action, the evaluation can be more effective and there are higher possibilities for a continuation of the TA-campaign (E.g. EMW 2007 in Bologna, Italy).

2. Create a network of local associations that participate and support the campaign. It has been shown that the participation of local associations and companies have a positive effect on the citizens. The opinion of citizens is important for the decision makers and if positive they might spend more resources on TA-campaigns (E.g. Bob au Volant, Belgium).

3. Work on the relations with media. Good relations with media augment the possibility of success. If media cover the campaign, there are better chances that it has an effect on the citizens and thus, the objective of the campaign might be met. Good media relations are also important for the campaigning the campaign process as stakeholders are interested in getting publicity. Many aspects seen as barriers can be solved with good media relations (E.g. EMW 2007 in Léon, Spain).

4. Give stakeholders space in media. When launching a campaign, space should be given in media to all participating stakeholders. This is a strong argument when convincing them to organise an event or campaign (E.g. EMW initiative).

5. Evaluate the campaigning the campaign process as well as the campaign itself. This is vital for the continuity of the campaign as the decision makers need results in order to decide on future campaigns. A good evaluation means that the organiser can learn from mistakes and make the campaign more effective and reach even better results (E.g. Active for Life, UK).

6. Show best practices or results from previous editions. This is one of the most effective arguments to convince decision makers to organise a TA-campaign and stakeholders to take part in it. (E.g. examples in survey of EMW-initiative)

7. Don’t forget that campaigning the campaign is a never-ending process. The importance shouldn’t be underestimated and every year or launching of a campaign is a new battle (E.g. examples in survey of EMW-initiative)

8. Anyone can take the initiative. The most important thing is that the person/group responsible for the campaign believes in the objective and doesn’t surrender at the first difficulty. An active organiser often leads to better results even if the City Council has given their approval (E.g. examples in survey of EMW-initiative)

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5 Technical documents produced in Task force 2

MAX WPA TF2 Case Study Analysis - BOB au volant. Toujours, Designated Driver campaigns against drink-driving (Belgium), prepared by FIT, 15pp.

A good practice case study of a Belgian campaign aimed to make drinking and driving socially unacceptable. The case study focuses on this campaign to deepen the awareness raising process of the key actors in the campaign.

MAX WPA TF2 Case Study analysis - European Mobility week 2007 Bologna (Italy), prepared by FIT, 18pp.

A good practice case study of the EMW campaign in Bologna in 2007. The EMW provided an opportunity to present and raise awareness about the city’s Master Plan for the Urban Traffic Plan and to introduce some new measures in line with the EMW theme “Streets for People”

MAX WPA TF2 Case Study Analysis “European Mobility Week 2007 León (Spain)”, prepared by FIT with contribution of ETT, 31pp

A good practice case study of the European Mobility Week in Léon in Spain. Léon won the European Mobility Award 2007 as best city, for good integration of technical innovations and a well-run information campaign. The case study focuses on the involvement of key stakeholders.

MAX-WPA TF2 Case Study Analysis “Active for Life – Health Education Authority (UK), prepared by WHO, 15pp.

A good practice case study of the Active for Life campaign in the UK between 1996 and 2000. The case study considers the effectiveness of the initial campaign among four key professional groups in England: general practitioners, practice nurses, health promotion specialists and leisure professionals.

MAX WPA TF2 Personal expert interview analysis report, prepared by ETT with contributions of FIT, M21 and VGTU, 44pp.

This research report describes the survey among a sample of local and national EMW-coordinators spread all over Europe. The report details the methodology used, the analysis and provides conclusions and recommendations.

MAX-WPA TF2 Case Study Analysis Nicosia (Cyprus), prepared by AUTH with contribution of FIT, 20pp.

A case study of a campaigning-the-campaign initiative initiated in 2008 by the Ministry of Transport and Public Work in Cyprus in order to set up a campaign for promoting the use of public transport in Nicosia.

Demonstration report of Cotral, prepared by Cotral with contribution of FIT

A detailed description of the MAX campaigning-the-campaign demonstration activities by Cotral SpA structured along the main campaign phases: planning, implementation and post campaign phase and with a copy of the main material in annex.

Demonstration report of Tallinn, prepared by City of Tallinn

A detailed description of the MAX campaigning-the-campaign demonstration activities in the city of Tallinn structured along the main campaign phases: planning, implementation and post campaign phase and with a copy of the main material in annex.

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