Framing Livability: A Strategic and Creative Communication Approach to Improving Support for Public Transportation in Oregon

Morrison, Deborah; Shafer, Autumn; Lewman, Hannah; Lewis, Rebecca; University of Oregon; University of Oregon. School of Planning, Public Policy and Management; University of Oregon. School of Journalism and Communication

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Framing Livability: A Strategic and Creative Communication Approach to Improving Support for Public Transportation in Oregon

2018-09-01
By Morrison, Deborah ; Shafer, Autumn ; Lewman, Hannah ; ...

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Alternative Title:

Framing Livability a Strategic and Creative Communication Approach to Improving Support for Public Transportation in Oregon
Creators:

Morrison, Deborah ; Shafer, Autumn ; Lewman, Hannah ; Lewis, Rebecca

Morrison, Deborah ; Shafer, Autumn ; Lewman, Hannah ; Lewis, Rebecca Less -
Corporate Creators:

University of Oregon ; University of Oregon. School of Planning, Public Policy and Management ; University of Oregon. School of Journalism and Communication

University of Oregon ; University of Oregon. School of Planning, Public Policy and Management ; University of Oregon. School of Journalism and Communication Less -
Corporate Contributors:

University Transportation Centers Program (U.S.) ; National Institute for Transportation and Communities (NITC)

University Transportation Centers Program (U.S.) ; National Institute for Transportation and Communities (NITC) Less -
Subject/TRT Terms:

[+]

Behavior Campaigns Climate Change Environment Greenhouse Gases Green Rider Land Use Planning Livability Mixed Use Development Modal Shift Planning And Forecasting Public Transportation Ridership Strategic Communication Strategic Planning Sustainable Development Transit Campaigns Transit Oriented Development Transit Riders Urban Sprawl
Publication/ Report Number:

NITC-RR-873
Resource Type:

Tech Report
Geographical Coverage:

United States ; Oregon ; Portland (Oregon)

United States ; Oregon ; Portland (Oregon) Less -
Corporate Publisher:

National Institute for Transportation and Communities (NITC)
Abstract:

Livability of place is a central theme in developing concepts about transit ridership. In order to develop strategy for a compelling public communication campaign to increase transit ridership, this project frames the connections between livability and transit and offers a set of public campaign examples. A national survey taken of riders provides possible message strategies. With this information, a creative strategy team was tasked with developing a strategy for messaging and developed the Green Rider profile. Recommendations for creative direction and further study are offered.
Format:

PDF
Funding:

NITC-RR-873
Collection(s):

University Transportation Centers Transportation and Climate Change Collection
Main Document Checksum:

[+]

urn:sha256:95ad314fc9d709d8eb714f18b3d44e5741551b92b531348caa3d82adcfb8d7f1
Download URL:

https://rosap.ntl.bts.gov/view/dot/37400/dot_37400_DS1.pdf
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Framing Livability: A Strategic and Creative Communication Approach to Improving Support for Public Transportation in Oregon

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