Shared Mobility 101: Promoting Shared Mobility
In past webinars, we discussed a broad range of shared mobility, its impact and various settings where shared modes can be integrated and are useful. But no measure can be successful without the right form of communication that speaks to its respective target groups.
Advier’s Friso Metz began with a brief introduction to shared mobility communication essentials. Choosing the right arguments and communication styles is essential for reaching the intended target group. On the one hand, an emotional approach that stresses the personal benefits of using shared mobility works well with target groups such as private individuals and employers. For politicians and policy makers, on the other hand, rational and evidence based arguments that focus on the societal benefits of shared mobility are more effective.
The City of Bremen has been following the communication principles presented by Friso for many years, adapting the message on carsharing in particular, to meet the perceptions of the respective target groups. While focussing on the positive impacts of carsharing on the environment (for example, that 1 carsharing vehicle in Bremen replaces 16 privately owned cars and, therefore) with public stakeholders and policy makers, Bremen’s communication strategy on carsharing toward the general public has been focussed on the flexibility and convenience that carsharing provides. Many of the City’s communication campaigns have been accompanied by the City’s carsharing mascot Udo, whose name happens to stand for “Use it. Don’t own it.”. The City of Bremen’s Rebecca Karbaumer shared insights into the City’s public awareness approach about carsharing and shared mobility.
Jeffrey Matthijs from the Flemish NGO Autodelen.net explained why the City of Ghent in Belgium is a shared mobility rock star when it comes to promoting shared mobility. Autodelen.net has been supporting the City of Ghent to promote carsharing for several years now, with the branded message: Ghent is a Carsharing City! This message is communicated with everything from an annual Carsharing Festival to branded carsharing parking spots, posters, postcards to share with friends and even bags for bread at the local bakery!
Other successful promotional activities carried out by Autodelen.net include carsharing “Tupperware parties” where neighbours can talk to each other and convince newcomers to start carsharing and creative campaigns to promote the organisation’s new cost calculation tool that allows individuals to compare the cost of car ownership to different carsharing offers in the region.
You can download Jeffery’s presentation here.
You can also view the recording of the full webinar here.