TravelSmart - large-scale cost-effective mobility management. Experiences from Perth, Western Australia

Travel demand management or mobility management is growing in interest as political decision-makers realise that it is not financially and socially feasible to attempt to build enough roads to satisfy growing car use. In reaching this conclusion, political decision-makers confront a dilemma. Car users want quicker travel times for their car trips but they are not prepared to suffer the negative impacts of excessive car use. The solution lies in changing the travel behaviour of individuals but not through measures that are seen to constrain current car use. Therefore low-cost voluntary behaviour change programmes that deliver change are very appealing. The implementation of the Western Australian large scale TravelSmart programme proves that it is possible to motivate people to use their cars less without constraining access to their destinations. The outcome is a very cost-effective alternative to building expensive road infrastructure solutions and provides better use of public transport, cycling and walking infrastructure. The programme has been able to achieve a modal split which parallels that of the early 1980s and the planned programme will be implemented on a large scale reaching over 300 000 people. This programme provides a way forward in a field of transport that has been bereft of effective techniques acceptable to political decision-makers. The winning of resources for the programme has been undertaken within a 'campaign' framework comprising proof of public value, developing a capacity to deliver, and winning community support. TravelSmart has developed from an extensive knowledge of travel behaviour and applied within a leadership and community learning paradigm.