United States Department of Transportation
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Moving Communities Forward: Social Marketing and Social Change for Transportation
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2019-01-31
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[PDF-1.47 MB]
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Alternative Title:Moving Communities Forward: Social Marketing and Social Change for Transportation Professional Training Workshops [Project Title from Cover]
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Edition:Final Report
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Abstract:Many of the transportation-related challenges facing society today could be addressed by seemingly simple changes in behavior. For example, vehicle trips would be reduced if more people chose to take transit, bicycle, walk, or telework instead of drive. This project provides a mobile workshop targeted to transportation professionals who are seeking to change travelers’ behaviors for efficient and cost-effective use of the existing transportation system using social marketing. Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Behavior change requires an action to be effective, not simply the recall of a message. This action-oriented workshop is designed to improve participants’ knowledge and application of established behavior change theories. Participants learn skills such as creating journey maps, segmenting the market, and pretesting materials. These behaviors could include encouraging adoption of a new behavior such as riding transit to work or rejecting a potentially undesirable behavior such as riding a bicycle on the wrong side of the road. Other efforts might seek to modify a current behavior such as driving outside the peak periods or abandoning an old undesirable behavior such as texting while driving. Participants will develop a people-centered social marketing plan that relies on insight and understanding, as much as on data for the creativity, design, and management of programs that strive for changes for good. This course combines on-line learning and in-person training at locations nationally.
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