In this paper we propose to provide the context and rationale for the approach taken to implementing the ambitious and innovative project, TravelSmart Households in the West. The project is currently being implemented in an area containing about 65,000 households in a portion of the western suburbs of Adelaide, and will not be completed until the latter half of 2007. In addition to the stated project objectives, this intervention offers an enormous opportunity to understand how to be more effective in influencing households to adopt sustainable travel behaviours that result in a lasting reduction in car use, and assist in building new concepts of the dynamic of sustainable behaviour change. After outlining the project context, objectives and describing the project target area, a high-level review of some behavioural change models is provided. This paper reflects how our approach has been shaped by key principles and lessons from past experience with travel behaviour change in Adelaide, and incorporates additional lessons gleaned from the behavioural sciences. Finally the project methodology is described including aspects that continue to evolve as the project is implemented. (a) For the covering entry of this conference, please see ITRD abstract no. E214666.
Abstract