Understanding How to Motivate Communities to Support and Ride Public Transportation (2008) / Chapter Skim
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Pages 12-32
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Just as actions in support of transit go well beyond riding the bus, potential transit stakeholders include riders and nonriders and supporters and opponents. Depending on the program specifics, public transportation stakeholders may include any or all of the following (2-4)
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In 1998, APTA (5) conducted a study of attitudes toward public transportation.
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; • Provides a substantial number of job opportunities (76%) ; • It is more expensive to own and drive a car than to use public transportation (71%)
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About 5% used public transit, 1% used taxis, and 1% used senior vans as their usual mode. Other studies have also looked at attitudes toward transportation among seniors, confirming that seniors overwhelmingly prefer traveling by automobile, either as driver or passenger.
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In Portland, Oregon, the Tri-County Metropolitan Transportation District of Oregon (TriMet)
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17 Myth Response Examples Light rail has been a failure everywhere. Ridership has generally exceeded projections for new light rail lines.
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confirmed this in a study of transportation alternatives for seniors: At least for those seniors participating in the focus groups, the strengths of automobile travel are often directly juxtaposed against the weaknesses of public transit -- at least, as those transit services are most frequently offered at the present time. On all the travel attributes that seniors reported as most highly valued -- reliability, proximity, flexibility, and comfort -- automobiles were rated very highly and transit modes were rated poorly.
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10) noted, "the fact that environmental issues are not high on the average citizen's list of most important national problems means that public transportation, as a solution for cleaner air, is not in high demand." 3.4.6 Summary Some values were cited frequently, crossing the lines between riders and non-riders, different demographic groups, and different geographic areas.
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of Americans support transit, regardless of whether they themselves ride public transportation. In fact, the largest segment of supporters -- socially conscious non-users -- consisted of non-riders by definition.
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Similarly, Foote, Stuart, and Elmore-Yalch (22) looked at riders on the Chicago Transit Authority (CTA)
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• For the first time since tracking began in 2002, a slim majority of Americans (51%) strongly support the allocation of tax dollars toward the expansion and improvement of public transportation services in their community; overall, 78% expressed some level of support for such investments.
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. Public Transportation: Wherever Life Takes You was designed to educate the public about the benefits of transit in order to develop broad-based support for increased investment in public transportation and pro-transit policies.
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At that level, about 8% of consumers indicated that they would take public transportation 24
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One implication is that population growth based on immigration, will place greater demands on public transit systems than growth based on natural increase. Ferrell and Deakin (44)
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This was the clear message of TCRP's Strategic Road Map (48, p.5) : "The real crisis is the traditional mindset held by public transportation operators, participants, and stakeholders." The report goes on to discuss the difficulty of implementing large-scale change: Changing the paradigm of the industry is a challenge.
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9) pointed out, "Evidence clearly suggests that increased awareness and familiarity with public transportation increases support." In addition, Fazio and Roskos-Ewoldsen cite a 1974 study by Fishbein and Ajzen (53)
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3.9 Social Marketing Social marketing uses traditional marketing techniques to achieve changes in behavior that benefit the public good (62, 63)
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It's important to understand this when setting realistic expectations of what a campaign can accomplish or what an audience will accept. Effective social marketing campaigns also avoid optimism bias (65)
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Smokey has been around since 1944 and still delivers his message. 3.10.3 Drunk Driving Prevention Not all social marketing efforts use symbols.
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Participation in after-school programs drops off significantly for students in this age group; they are reluctant to give up their newfound freedom. The challenge facing the Afterschool Alliance was to convince these "tweens" that it was "cooler" to go to an after-school program that to stay at home (67)
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had been advertising for decades. In this situation, UnitedHealthcare developed a positioning strategy to differentiate the company from other healthcare providers by focusing on a common-sense approach to healthcare.
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