For many years walking as a mode of transport has received very little policy attention from transport planners in the Perth Metropolitan Region of Western Australia. The mode share for walking has declined over the last fifteen years in favour of an increase in car trips. The need to arrest the decline of walking and increase its mode share has been identified as a desirable outcome through a set of transport targets for 2029. The challenge to develop and implement interventions to increase walking without constraining mobility was set by the adoption of these targets. The development of a predictive technique provided evidence of a behaviour change aligned with the policy direction adopted by the WA Department for Planning and Infrastructure. Testing in the Perth context provided the evidence to justify the large-scale application of lndividualised Marketing under the TravelSmart brand. The results showed that walking captured half of the car trips which converted to walking, cycling and public transport. For the 35,000 people in the City of South Perth, this meant an additional 4800 walk trips per day. This coupled with the 1200 walking legs of public transport trips provided an overall 6000 extra walk trips. The success of the project has provided the evidence and justification for the expansion of the behaviour change approach to other areas of the Perth Metropolitan Area. (A)
Abstract