Sustainable Travel Towns
The experience of the Sustainable Travel Towns initiative demonstrates that travel habits are more likely to be challenged when people are in the process of changing other aspects of their lives such as moving home, job or school. Targeting interventions at people with a greater propensity to change travel behaviour will make interventions more efficient and cost effective.
In total £15 million of local and government funding was invested in the three towns: Darlington, Peterborough and Worcester over a five-year period 2005 to 2009. The effectiveness of a "package" approach with Smarter Choices or “nudge” measures was explored, and by the end of the period travel behaviours were shifting towards sustainable modes. The interventions were demonstrated to be high value for money, resulting in reductions in congestion and CO2 emissions, and increases in physical activity. Across the three towns there was a reported reduction of 7-9% in the number of car trips, an increase of 10-22% of bus trips per person, an increase of 26-30 % in cycle trips per person and a 10-13% increase in walking trips per person.