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Measures to Influence transport Demand to Achieve Sustainability (MIDAS)

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MIDAS looked at how to get people to change their travel habits and to use less energy intense modes of travel. The project started with a review of local transport and planning policies in six cities to assess what policies have a positive impact on enabling a modal shift. MIDAS was implemented by partners in 6 case study cities which are representative of a wide part of the enlarged Europe: Liverpool (UK), Aalborg (DK), Cork (IRL), Clermont Ferrand (FR), Bologna (IT) and Suceava (RO). The project used innovative means of communication to provide information and raise public awareness of environmental issues linked to car dependency. Those communication tools included travel guides (Clermont Ferrand), a "sustainable mobility zone" campaign (Bologna), "TravelWise" marketing campaigns (Liverpool), mobile touch screen information systems (Suceava) and individualised marketing (Cork and Aalborg).

Results

  • Established new consultation processes with a variety of target groups and stakeholders that have enabled the partners to develop and extend their approach to soft measures.
  • Designed and implemented a range of different examples of soft measures in different city environments
  • Evaluation of the measures in terms of impacts on travel behaviour and attitudes, emissions and energy consumption
  • Organisation of 2 Training Workshops for authorities and stakeholders in New Member States plus local training events in Madrid and Lisbon
  • The project will be able to transfer knowledge and experiences to decision-makers in other cities. The MIDAS results could be especially relevant to the new EU Member States as they begin to form sustainable transport policies. More information on how to learn from MIDAS at the project website http://www.midas-eu.com/learning/
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Lessons learned

  • Soft measures are effective in raising awareness of the benefits of energy efficient modes of travel, and in achieving a level of modal transfer. In order to maximise effectiveness, a sustained awareness campaign is required over the longer term.
  • Barriers can be overcome by effective consultation allowing stakeholders to work together to identify solutions and to design information and marketing campaigns. To assist citizens in changing their travel habits it is important to involve them directly in the design and implementation of soft measures.
  • Soft measures alone are not enough; an excellent promotional campaign will only have limited effect if the transport service whose use is being encouraged is of poor quality.
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Partners and coordinator

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Contact

Merseyside Passenger Transport Authority Executive
United Kingdom
Contact point: 
Name: 
Neil Scales
Tel: 
00 44 151 3301101

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In brief

Duration:
01/01/2006 to 31/12/2008
Contract number: 
EISAS/EIE/05/009/2005

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