Organisation and communication of the Semaine de la Mobilité / Mobility Week
Context
The Mobility Week goal was to raise the awareness of as many people as possible to the existence of alternatives to using a car and to get people to try out other forms of transport. In Wallonia, cars (often only occupied by just the driver) remain the most common means of transport for commuting. This gives rise to a number of problems: air pollution, health problems, traffic jams, getting to work late, full car-parks. Reflecting a European campaign, these problems led to the Wallonia Public Service organising its Mobility Week from 12 to 22 September, in collaboration with all mobility stakeholders in Wallonia. The target population is aged 18 - 65, lives in a built-up area and drives to work alone.
Strategy
It would be absurd to think that communication alone, and even less an action lasting just one week, can have any major impact on the means of transport used. Mobility Week can however be seen as a wake-up call, getting people to think and perhaps sowing a seed that will develop and bear fruit at a later date.
Clepsydre Communication therefore devised a Mobility Week based on participative concepts: calls for ideas/initiatives, the Mobility Challenge for companies, greater participation of local authorities and interactive presence on the ground, simultaneously spotlighting existing initiatives and creating new actions.
Participative Website
The website www.semainemob.be contained a participative module allowing anyone to enter an existing mobility initiative or a suggestion for a new one. These ideas were then disseminated during the week by means of the social media or via “Mobiguides” on the ground. The website's mobility calculator enabled thousands of Walloons to identify possible savings through avoiding using their cars.
The Mobility Challenge for companies
In partnership with the employers’ association, the Union Wallonne des Entreprises, Clepsydre coached companies, helping them to conduct special “Mobility” actions or to highlight an existing policy during the 2014 Mobility Week. As a help, they were given a communication kit (posters, etc.). Employers used car-sharing, a bike and/or public transport to get to work. A Mobility Trophy was awarded to the most exemplary companies.
The Mobility Challenge for local authorities
To provide an incentive to local authorities to organise a local Mobility Challenge (involving schools, families, the local administration), Clepsydre held a workshop in the run-up to Mobility Week, presenting them with a folder full of practical factsheets listing ideas and actions, as well as communication aids.
Mobiguides
Mobiguides were out on the streets in many Walloon towns, discussing mobility issues with citizens and gathering their ideas – an interactive way of raising citizens' awareness.
Fête du Vélo
Mobility Week ended with a big party in La Louvière celebrating bicycles. A bicycle procession through the town's streets, bike acrobatics and a bike flashmob all helped liven up the party.
Results
Out on the streets in 12 Walloon towns, the Mobiguides picked up nearly 700 suggestions for improving mobility. These ideas were then collated in a report sent to the mobility partners. They will be used by the administration as a long-term instrument.
63 local authorities and 18 companies took part in the Mobility Challenges. Two Prizes were awarded to the best public company and the best private company respectively. The website was visited by more than 9000 people, and 133 projects were posted on it.
The number of “likes” doubled in September, going up to 2,222 on Facebook and 1,060 on Twitter.
4,888 interactions were recorded (an interaction corresponds to any click or any posts).
Publications were pushed by the purchase fee, which considerably increased their “reach” (number of people having seen a subject associated with our web page: 376,000).
Media Coverage
The Mobility Week benefited from more than 250 mentions in the press, and featured on the news on French-speaking TV channels.
The total potential audience of the different media featuring a “Mobility Week” message reached 21 million - i.e. 21 million opportunities to see/read/hear of the Mobility Week via media partners and press relations. Several channels and broadcasts covered the Week from original angles.
Report of the 19:30 news on the challenge for families
Report on the 13:00 news on a school project: a pedibus