Versus - Modal transfer campaign based on behavioral insights
How to influence people to switch from daily use of the car to a more efficient mobility, with a mass-media campaign based on behavioral science?
About this Project
Geneva’s streets are saturated with traffic jams, as thousands of people continue to use their car every day, even when they go from the center to the center of the city, even when they are alone in the car.
To get those people to switch to PT, at least for their journeys within the city, it takes a village! Car users are very hard to influence because their feeling of liberty and comfort is deeply rooted.
Only a change of perception regarding aspects they tend to minimize (budget, use of their time…) can lead to a change of their mobility.
Key Highlights
Convincing non-users to change their means of transportation is quite a challenge! With the help of behavioral science, we are involving the audience into thinking by themselves about the issue, to lead to an efficient transition.
‘Versus’ campaign is comparing two statements which everyone can relate to. One is focusing on the problems linked to the car. The other one is aiming to the solutions PT can bring to our audience.
Each statement is preceded by an unticked box, inviting our audience to make a choice between both statements, thus involving the audience.
Facts & Figures
- The post-campaign survey showed encouraging results:
- 66% has seen at least one of the assets (top score in Switzerland is 70%)
- 69% agree the campaign is efficient to encourage to PT use
- Motivation to use PT are time saving (45%), money saving (35%), possibility to do something else during the journey (34%), stress relief (33%) and pollution decrease (28%), which confirms the orientation of our strategy.
