Transcript presentation… - National Road Safety Conference

20mph limits – how community campaigning sows the
seeds for engagement and driver behaviour change
Some ideas!
How do we share equitably and safely
the public spaces between buildings
that we call streets?
How do speed limits question our
values, rights and justice?
The foundation for any real behaviour
change is social consensus.
Our proposition:Create a social norm
that 20’s Plenty
where people live,
work, shop, play and
learn
20’s Plenty for Us
National UK voluntary organisation
supporting communities who want
lower speeds for residential streets
20 mph default limits on streets– “Total 20”
We
want
to transform
the
Not
speed
bumps
Exceptions determined
by local way
authority
our urban and village roads are
Retrofitting communities for active travel
shared!
Community led - Establishment endorsed
…and now
 340 local campaigns in communities in
UK and now abroad
 25% of population living in towns in UK
who now have a “Total 20” policy.
 Moving lower speeds into the
“mainstream” of transport planning and
urban development.
 We are acknowledged as being a catalyst in
that change
Wide community benefits
a key factor in 20’s Plenty success
Community led
Community-wide
behaviour change
Creates multiagency collaboration
in roll-out
Wide benefits
beyond road safety
Benefits provide
wider funding
A community of public,
politicians and professionals!
Professionals
deliver
Politicians
Make policy
Public opinion
Campaigning and behaviour change a mirrored processes
Community campaigning
For lower speed limits
20’s Plenty for Us
Widen
community
groups
Form 20’s
Plenty
campaign
Make
support
and wide
benefits
tangible
Elected representatives make
decision to change speed limits on
residential roads
Community engagement
For enhancing compliance
So-Mo
Engage
within
community
& partners
Understand
behaviours
Co- design
activity
Individuals make lifestyle decision
to change driving behaviour
Other Orgs
Schools
Children
Campaigning
Advice
Local Website
Fact sheets
and news
Elderly
Disabled
Public Health
Widen
community
groups
Form 20’s
Plenty
campaign
Cross Party
engagement
Make
support
and wide
benefits
tangible
Active Travel
Press
campaigns
Local
meetings
Petitions
Electedrepresentatives
representatives make
Elected
make
decision to change speed limits on
decisionresidential
to changeroads
speed limits
on residential roads
Community
events
Bust the
myths
Nicola Wass - So-mo
@nicolawass1
@so_mo_co
Why am I here?
• Delivered Liverpool’s 20mph campaign from
2012 – 2015
• Provided training and mentoring for Bristol
•
Trained and are providing ongoing
consultancy to Edinburgh
•
2 year delivery partner for Birmingham
•
Produced a toolkit for local authority
officers, residents & employers
We are recruited to do two things..
• Encourage a positive attitude
to area-wide 20mph schemes
• Encourage drivers to comply
with the speed limit
SOCIAL NORMS….
..
it's the people stupid!
Most important things we've learnt
1. people adopt the attitudes and
behaviour of people they perceive to
be 'trusted and credible’
2. be creative and human!
3. when designing communications or
engagement try to build on what
people are already doing/ saying
(authentic)
4. use the press/ social media to amplify
your stories
Number 1
people adopt the attitudes and
behaviour of people they perceive to
be 'trusted and credible’
our campaign spokespeople ....
our campaign spokespeople ....
Campaign spokespeople
who doesn't feature heavily..
• council leaders/ senior
officers
• Us!
• people perceived as
officious
We use other people’s networks....
Number 2
Be creative and human
1 tweet across 3 local authorities…..
Number 3
try to build on what people are
already doing/ saying when
designing communications and
engagement activity
(authentic)
kid court
Number 3
use the media and social media to
reach more people than you can
physically engage
kids court
Kids court in Birmingham – October 2016
Featured on…....in …..
Continues to be shared ……. …..
Did you hear about what
happened at that school in
Anfield last week?
Comment from local resident to
one of our team (they didn’t know
we were involved in the campaign)
benefits of this way of working
• high public support &low
objections
• Cross-party support
• unlock resource outside of the
council system
How to succeed
The big mistake would be to think this is about Traffic Engineering
See campaigners as seeds in the community for the change you want
Engagement Communication and Amplification
Put into context of community benefits
Provide value based benefits to compliers
Create multi-agency collaborative team
Create the social norm that 20 is Plenty where people live, work, play, learn and
shop
Look us up we’ll be glad
to help…...
[email protected]
[email protected]