The Home Location Choice Project is a voluntary social marketing intervention set in a transport planning environment. The project tests whether it is possible to influence people to live where they will have better accessibility. It does not change the spatial arrangement of origins or destinations; rather it is about influencing people to live closer to the major transport destinations that they commonly use. The project's success is measured in transport planning outcomes such as accessibility rather than mode shift or green house gas reduction. However; some transfer to active transport modes and reduced green house gas emissions may be expected to arise from reduced vehicle kilometres travelled. "Slip, Slop, Slap", "QUIT" and "Life Be In It" are examples of voluntary social marketing interventions to reduce skin cancer, reduce smoking and increase fitness and health. These initiatives have developed from a growing body of knowledge applicable to a variety of behaviours. They have been accepted by the Australian community and have delivered sound results. The project combines voluntary social marketing tools and transport information to influence where people choose to live so they enjoy better accessibility. (a) For the covering entry of this conference, please see ITRD abstract no. E214666.
Abstract