Developing the BalticSeaRegion into the world‘s first EcoRegion
Mobility coaching
The project in Lundby Gothenburg aimed at changing the behaviour of inveterate car
drivers to more sustainable alternatives. After 6 months the number of participants who
drove to work every day decreased from 25 to 2. All the participants believe they will
continue with their new travel habits.
Gothenburg, Sweden
Issue
The aim was to leave the car behind and to walk, cycle or use public transport. Thanks to the project,
participants changed their travel habits and considerably contributed to a decrease of negative
environmental effects. The average emission of nitrogen oxides decreased to one-third, while the average
emission of carbon dioxide virtually halved.
Application
Motorists in Lundby were given the chance to take part in a new mobility coaching project.
The target group comprised motorists who used their car 5–7 days a week.
The idea was to walk, cycle or use public transport. Participants were assisted by a coach to set their own
goals and to keep their motivation up.
Participants tested their fitness, weight and muscle mass at the start and end of the project and kept a travel
diary to document their travel behaviour. They were offered the opportunity to attend lectures on diet,
exercise and personal motivation and they were supported with finding public transport routes. The lectures
and health checks were particularly appreciated.
Percentage of journeys to and from work by
various means before and after the project
Participants’ average emissions of nitrogen dioxide and carbon
dioxide for travel to and from work in kg per month and per person
Environmental type
Metropolitan area
Funding Sources
The project is part of Lundby
Mobility Centre’s EU project
BUSTRIP.
Starting Year
2006
Contact
Köpmansgatan 20
Box 2403
SE-403 16 Gothenburg,
Sweden
tel +46 31 368 00 00
E-mail: trafikkontoret@
trafikkontoret.goteborg.se
Links
» www.goteborg.se
» www.nyavagvanor.se
Innovation
The innovative aspect of the project was its goal: it aimed at changing behaviours rather than just changing
travel attitudes. Participants signed an agreement with the Traffic & Public Transport Authority/Lundby
Mobility Centre thereby engaged to leave the car behind at least three times a week. In turn Lundby Mobility
Centre agreed to support participants to fulfilling the agreement. The coaching was at the bases of the
project and helped participants to find motivation.
Communication between participants, organisers, the co-ordinator and the coach was continuous.
Transferability
While participating in the project, several participants saw themselves as ambassadors for their new lifestyle
and travel habits. Also, the project has received a lot of attention both in the media and at the participants’
workplaces. This positive spin-off effect of the project is hard to quantify but should not be underestimated
from a local perspective.
The method has later been further developed and conceptualized and started focusing on workplaces. Today
the Traffic & Public Transport Authority offers support to private and public employers, provided that the
employers provide some financial support and enable their employees to spend some time on the project.
The method of the Mobility Coaching has been spread to a number of cities in Europe through the EUfinanced Carma- project (Cycling Awareness Raising and Marketing).
Keywords
•Awareness
•Reducing fuel consumption
•Health promotion
•Behavioural changes
•Travel diary
•Walking
•Bicycling
The EcoRegion project is part-financed by the
European Union (European Regional Development Fund)