London Borough of Harrow - Winner
Harrow’s It’s Up to All of Us Interactive Customer Engagement (ICE) Social Media project sought to engage with the council’s audience using social media and networking sites in a unique and unprecedented manner, encouraging, monitoring and using behaviour change. The target audience was 16-25 year olds that are heavy users and consumers of social media sites and are forming life-time habits as they leave education and begin work.
Harrow are the first borough to successfully use social media sites to encourage sustainable transport, challenge perceptions of it and use it to influence and monitor behaviour change. Harrow did this with: Usage of twitter to sell sustainable transport and host interactive customer engagement; usage of twitter for promotion of cycle parking, cycling, alternative forms of transport during tube strikes, snow storms and severe weather; facebook engagement; monitoring/engaging with bloggers/online persuaders; unique blog promoting sustainable transport issues and local events/promotions in Harrow at www.itsuptoallofus.co.uk; set up and operation of a YouTube channel at www.youtube.com/itsuptoallofus.
Tying all these things together, Harrow has pioneered taking web 2.0 and are using social media to engage with audiences and initiate behaviour change.
Regent's Park & Primrose Hill Safer Park Team
This nomination is a project funded by the Community Cycling Fund for London (CCFL) and supported by the Active Travel Consortium(ATC). It is an excellent example of what can be achieved through partnership working, and incorporates co-operation at different levels and between different elements of various organisations and individuals. These have combined to create an impressive and workable community cycling model which is currently active in Regents Park.
The Metropolitan Police Safer Parks Team (SPT) at Regents Park established a link with a local school, Frank Barnes School for Deaf Children in Primrose Hill. After making initial contact, PS Rowell and her team developed the link further by learning to sign so that they could communicate with the children directly, and then set about introducing them to cycling.
They firstly established a relationship with the children by visiting them in class on a regular basis, running a variety of activities and getting to know them. They also taught them road safety awareness, and then introduced them to the idea of riding bikes. Over the summer period, the officers and Police and Community Support Officers (PCSOs) trained as Bikeability instructors, and have now started to teach the children of Frank Barnes to cycle. The activity has been written into the school curriculum and is underpinned by the road safety awareness that they have already learned.
This project was so successful it inspired Oak Lodge secondary school for the deaf to apply for CCFfL funding to set up a cycling project so that pupils can benefit from ongoing provision of cycling and encourage pupils to integrate cycling into their everyday lives.
The Crown Estate
As part of its £750 million regeneration of Regent Street, The Crown Estate has initiated a comprehensive public realm strategy. One of the key components of that strategy is the reduction of vehicles in the area. The Delivery and Servicing Reduction Scheme is an innovative way of reducing the impact of freight, and demonstrates how a landlord can influence the urban environment to promote other means of transport, such as walking.
The findings of preliminary research were then used to develop and recommend interventions that could be made to reduce the impact of delivery and collection vehicles on the Regent Street area. Recommendations included retail delivery consolidation and refuse collection consolidation. Following initial success, The Crown Estate is planning to continue their support of the consolidation centre through to the end of 2012 with a variety of initiates.
Operation Safe Bus ran from 19 October until 15 November 2009. The intention was to address identified peaks in crime and anti-social behaviour anticipated prior to half term, during Halloween and Bonfire Night. The work was been planned in conjunction with the MPS response to knife crime and serious youth violence (Operation Blunt).
The tactical response that was agreed to police the task were bespoke and selected to reflect the current intelligence, environmental and social issues in the areas selected; it also redresses TfL concerns over Code Red, Revenue and Staff assaults. The tactics were designed to be easily moved along all corridors maximising the opportunity that this creates to reassure staff, the travelling public and local residents, while at the same time carefully controlling the numbers of officers operating in a particular area.
As a result of the operation: 549 arrests were made which included 20 for knife crime; 20,583 stop/search and accounts; 505 Weapon Sweeps were made at key locations resulting in 26 seizures; 22 Knife Arches were deployed; 56 Cannabis warnings given; 1,982 Intelligence reports generated; 24 BTP joint tasking initiatives; 86 joint MPS/RPI initiatives along key transport corridors.
This joint and interactive working was a key part of the future vision for the way in which the Safer Transport Teams and hub teams will work. The partnership and engagement with the existing Safer Neighbourhoods Teams, Safer Schools Officers and partners was vital to ensure that the operation addressed issues covering the whole journey from home to destination and back again. Far greater synergy and connectivity exists between teams policing transport networks.
Sutton and Merton PCT & Smarter Travel Sutton
Active Steps is a groundbreaking initiative to increase the physical activity levels of Sutton residents, whilst reducing the number of short car trips. The scheme is led by Active Steps advisers, graduates in health, exercise and psychology fields, experienced in changing people's physical activity behaviour.
Active Steps is a 12 week support programme that uses Motivational Interviewing to change travel behaviour. Service users have a thirty minute face to face interview with a trained Active Steps travel advisor, which allows them to explore their ambivalence around their travel choices, discuss barriers to change and concludes with collaborative goal setting which allows individuals to specify and then work towards their own objectives. Service users are then given a free support guide and pedometer to help them monitor their activity levels and achieve their goals. Local cycle and walking routes are promoted and each service user is entitled to free cycle training, giving them the confidence and skills to get on their bikes. Innovatively, service users are supported by motivational text messages each week, which helps them to remain focused on their goals. After 12 weeks, the service user meets the same advisor and has another thirty minute motivational interview. This aims to build on the individual's achievements, re-assess barriers and re-evaluate goals.
Active Steps has received over 1,124 signposts and: 95% of service users report being more physically active; 61% report a permanent change to the way they travel; 87% feel generally healthier; 43% have lost weight; 54% report an improvement in mental wellbeing; 30% have saved money on travel. Due to this success, Active Steps is being mainstreamed via the NHS checks.
London Borough of Lambeth
The London Borough of Lambeth has led a series of events over a sustained period to help encourage the levels of cycling. This was achieved by offering practical and safety advice on cycling related issues combined with a free bike service to enable participants to either keep cycling or recommence cycling if their bike has been out of action for a period.
The main objective of the Dr Bike programme was to tackle three of the major barriers to cycling, namely: Safety issues – fear of cycling in traffic; inclement weather and winter cycling – dislike of cold and visibility issues in the winter; maintenance problems which stop people from being able to use their bicycle – punctures, issues with gears etc . By dealing with these 3 issues Lambeth helped increase the levels of cycling in the borough and also helped reduce cycling related accidents.
The campaign consisted of the following elements: Dr Bike sessions; HGV awareness; Winter Wheelin'. The council's sustainable travel team and road safety team collaborated on the campaign to target a range of cyclists – new, existing, occasional and assertive. The project was both practical, in terms of fixing up the bikes and creating roadworthy two-wheeled transport, and educational, providing road-sharing skills and winter riding advice.