Scc blueprint for behaviour change
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Transcript of Scc blueprint for behaviour change
A case study & blueprint for locally
devised behaviour change initiatives
present
Funded by LSTFcommissioned by
Southampton City Council
locally devised behaviour change initiatives - a case study
Sholing SouthamptionOur case study
Aims-Improve journey-making choices / behaviours of school community. -Ultimately decrease the level of car use and car traffic and increase cycling and walking. -Help this become an embedded aspiration of all the schools involved - starting young to help create new positive learnt behaviours for the future.
Who are we working with?4 neighbouring schools in Sholing, their students, parents and surrounding local residents
Who are we working for?Southampton City Council Planning & Sustainability Division
Time Period6 months
Sholing Junior School
locally devised behaviour change initiatives - a case study
Key ElementsOF OUR approach
Engaging with community members
and stakeholders, familiarising them with the
subject and project
Big Hook event bringing everyone together,
using experiential awareness, and gaining press attention
Co-organising Harnessing a group of
project champions to help embed the project and shape how funds get spent locally
Disseminating establishing a recognisible visual identity throughout
the project and embedding the topic in the curriculum
Empowering young people and residents to take on roles within the project and beyond - giving
them a greater sense of civic voice
locally devised behaviour change initiatives - a case study
How Many People Did We involve?
30 Sixth Formers
at informal drop in sessions
30 Year 6’s
at Junior School for structured workshop
30 Year 2’s at Infant School for structured workshop
40 Sixth Form staff & studentsinvolved in ‘School Run Pledge’ music video
18 Secondary
Pupilspupils at 5 structured
‘Environment board’ meetings
acheive numbers like these with whole school activities like assemblies and whole classes taking part in events that reach parents too!
locally devised behaviour change initiatives - a case study
How Many People Did We involve?
28 Sixth Formersfrom Childcare and Business Studies co-organising
events at the street party
210 Infants
at Infant School assembly about
cycling & calorie burning
865 pupilsrecieving bespoke journey planning
flyers / class activites
1000 attendees including parents, residents and students to the street party on Heath Road
18 Parentsat initial parent drop in session
12 membersa mixture of stakeholders and influencers meeting
monthly at the Travel Team
= more than 1000 people directly & indirectly involved in the project
locally devised behaviour change initiatives - a case study
WHAT DID WE LAUNCH?
a head turning event a working group a learning resource
after insight
gathering
street party idea
suggested by Junior
School class
a pocket map / activities flyer was suggested by many schools and teachers we spoke to
involving college students in
planning and fascillitation
bringing everyone together to
create a sense of cohesion between the
schools
helping to shape how budgets are spent and issues
prioritised in terms of physical
change
giving everyone a greater
sense of civic responsibility
embedding the topic in schools for
lasting impact
reaching parents with ‘take home’
activities
we launched
It’s so important for ideas to come from within the community so they feel
ownership and motivation towards making their good things happen.
- Catherine GreigFounder at make:good
““
people needed to come together to tackle this
big issue effectively
locally devised behaviour change initiatives - a case study
a learning resource
street party
working group
pocket flyer
playground map
physical change
5 suggestions were identified for the group. These included a one-way traffic flow system for safer and less congested roads and widening pavements to encourage predestrians.These were then costed by the council and presented to the
group for debate and prioritising.
Traffic counters gathered evidence which meant that the impact of making a road one way could be understood by local residents and thus the focus moved to widening the
pavement instead.
By pooling school travel plan budgets together costs of the improvements are more likely to be covered
within the project.
although supporting behaviour
change was the main priority,
the significant need for
physical change to drive
new possibilities these was
identified by the working group
ideas into action
locally devised behaviour change initiatives - a case study
People We InvolvedWhy It Worked for Them
Sue is a parent to two children at local schools, we met her at the parent afternoon and she is now a regular member of the working group who meet monthly to discuss the issues.Like many parents she wanted to address road safety for pedestrians.
“I think the street party was a success and brought the matters concerning travel to and from school and huge congestion problems to the attention of more people, particularly local residents.“
Sue HenleyA School
Parent
Selina is head of Geography at the secondary school.Selina wanted to embed the subject of sustainable travel in her lessons and to be a part of making education help change young people’s attitudes to walking and cycling.
“ I look forward to using the pocket resource in class, it is a great way of teaching map-reading skills as well as raising the question of transport choices to my students”
Selina ReedSecondary
Head of Geography
locally devised behaviour change initiatives - a case study
Marc is a Headteacher at the Junior school which is situated on one of the most congested roads.He wanted to help parents and students feel walking, cycling and scootering were safe and viable alternatives to car use, but felt it was a large problem to tackle as one school of several who were contributing to the issue.
“The street party brought the schools community together in the same place and at the same time for a joined up conversation about travel, that has never happened before.”
Chelsea is a motivated and energetic A-level student at the close by Itchen Sixth Form College.She wanted to get involved in her local community and use her creative interests to help create an awareness campaign that she titled ‘ The school run pledge ‘
“This project gave me the confidence to get involved more and helped me get passionate about things I normally wouldn’t.”
Marc ParnellJunior
School Head
Chelsea CSixth Form
Student
locally devised behaviour change initiatives - a case study
Portsmouth Road
5 minute walk
10 minute walk
15 minute walk
5 minute walk
10 minute walk
15 minute walk
20 minute walk
20 minute walk
shopping
nature & recreational space
activity centre
bus stop (2)
school entrance
shops & eateries
lollipop lady
suggested quiet cycle route
plot a sticker where you live
plot a sticker where your
friends and family live
plot a sticker somewhere you’ve never been before
circle your school
draw your route from home to school
visit myjourneysouthampton.comto plan your route!
OUR LEARNING RESOURCEs
pocket map resourceDesigned to be used in lessons and at home to help pupils learn about the meaning of sustainable travel; it encourages storytelling, includes a walking adventure trail, introduces map skills, calculates walking distances from school to home using a relevant local map which identifies all the safe crossings and quieter roads for cycling. This resource was designed bespoke with input from teachers and pupils.
locally devised behaviour change initiatives - a case study
Portsmouth Road
5 minute walk
10 minute walk
15 minute walk
5 minute walk
10 minute walk
15 minute walk
20 minute walk
20 minute walk
shopping
nature & recreational space
activity centre
bus stop (2)
school entrance
shops & eateries
lollipop lady
suggested quiet cycle route
plot a sticker where you live
plot a sticker where your
friends and family live
plot a sticker somewhere you’ve never been before
circle your school
draw your route from home to school
visit myjourneysouthampton.comto plan your route!
In Year 5 and above you can learn how to cycle safely and earn your
‘cycle proficiency’ask at your school reception!
Portsmouth Road
20 minute walk7 out of 10 Sholing families live a short walking or cycling distance
from school
Scootering, cycling and walking regularly are brilliant if you want to look after...
your money the environment your heart
Skate Park Horses‘The Dip’
Your school can provide a safe secure place to store your bike
or scooter
Chickens at Muddy Bottom
Swings & Slides at Veracity
Tyre Swing
Do you go to Sholing Infant, Sholing Junior or TSTC? All three schools have joined together to talk about how important it is to think about making safer and healthier choices when we travel to and from school.
We all know that driving or being dropped off by car is easy and speedy- but which modes oftravel are more fun and better for your health?
Have a look and see...
I have jokes with my mates on the walk to
school
I knock for my friends
I feel healthy & awake!
why do you like walking?
A
B
C
D
12345678
E
Walk the blue dotted route to find the answers & don’t forget to count the lamp posts along
the way!
I look at all the nature
I love dodging
puddles when
it’s raining
which bus
stops here?
how many skate ramps are there?
how many steps are at the dip?
what’s the name of the
lollipop lady?
In Year 5 and above you can learn how to cycle safely and earn your
‘cycle proficiency’ask at your school reception!
Portsmouth Road
20 minute walk 7 out of 10 Sholing families live a short walking or cycling distance
from school
Scootering, cycling and walking regularly are brilliant if you want to look after...
your moneythe environmentyour heart
Skate ParkHorses‘The Dip’
Your school can provide a safe secure place to store your bike
or scooter
Chickens at Muddy Bottom
Swings & Slides at Veracity
Tyre Swing
Do you go to Sholing Infant, Sholing Junior or TSTC? All three schools have joined together to talk about how important it is to think about making safer and healthier choices when we travel to and from school.
We all know that driving or being dropped off by car is easy and speedy- but which modes oftravel are more fun and better for your health?
Have a look and see...
I have jokes with my mates on the walk to
school
I knock for my friends
I feel healthy & awake!
why do you like walking?
A
B
C
D
1 2 3 4 5 6 7 8
E
Walk the blue dotted route to find the answers & don’t forget to count the lamp posts along
the way!
I look at all the nature
I love dodging
puddles when
it’s raining
which bus
stops here?
how many skate ramps are there?
how many steps are at the dip?
what’s the name of the
lollipop lady?
In Year 5 and above you can learn how to cycle safely and earn your
‘cycle proficiency’ask at your school reception!
Portsmouth Road
20 minute walk 7 out of 10 Sholing families live a short walking or cycling distance
from school
Scootering, cycling and walking regularly are brilliant if you want to look after...
your moneythe environmentyour heart
Skate ParkHorses‘The Dip’
Your school can provide a safe secure place to store your bike
or scooter
Chickens at Muddy Bottom
Swings & Slides at Veracity
Tyre Swing
Do you go to Sholing Infant, Sholing Junior or TSTC? All three schools have joined together to talk about how important it is to think about making safer and healthier choices when we travel to and from school.
We all know that driving or being dropped off by car is easy and speedy- but which modes oftravel are more fun and better for your health?
Have a look and see...
I have jokes with my mates on the walk to
school
I knock for my friends
I feel healthy & awake!
why do you like walking?
A
B
C
D
1 2 3 4 5 6 7 8
E
Walk the blue dotted route to find the answers & don’t forget to count the lamp posts along
the way!
I look at all the nature
I love dodging
puddles when
it’s raining
which bus
stops here?
how many skate ramps are there?
how many steps are at the dip?
what’s the name of the
lollipop lady?
locally devised behaviour change initiatives - a case study
Findings & Statistics
11 of which continue to work towards improving the local area’s awareness of
transport concerns in the monthly ‘travel team’ working group.
In total we directly involved 369 people
4 teachers 2 junior pupils
2 secondary pupils3 residents
Many teachers agreed the project and all its happenings had ‘put travel right to the top of our agenda as a school’ and it was clear to see more of an all round confidence about teaching and informally discussing the term ‘sustainable travel’ with the school community
Aside from gaining valuable map reading skills, 60% of class members most enjoyed calculating how long their walk to school was using the concentric circles on the map flyer we designed
Headteacher; Lisa Houghton said
the information flyers and maps
would prove ‘a very useful talking
point to share with those mums in
the playground that arrive early so
they can get a parking space’
The infant school have now
created the position ‘school
travel organiser’ who is
planning to apply for funding
for a new scooter rack to
accomodate the rise in
students scootering to school
locally devised behaviour change initiatives - a case study
Findings & Statistics70% talked to people outside of their class /
school about the project
(almost all of the conversations were about the Street Party)
87% of participants say they learnt something new
60% have tried to make changes to their travel
behaviour
66% of participants think sustainable travel is more
important now that they have taken part in the project
When asked if the project had encouraged any changes to
how they travel generally 72% answered yes.
Examples included ‘I walk instead of take the car if it isn’t a work day.‘ and ‘I want to get a bike and
cycle to school’
Statistics based on 75 unique respondants of ranging ages and genders
70% 60% 87% 66% 72%
There will be ongoing measurement over time in all schools to capture impact
locally devised behaviour change initiatives - a case study
Communicate in a variety of ways
Working with a range of stakeholders and audiences means that solutions need to
be diverse and communication needs to be in a variety of ways;
face to face, social media, posters and much more.
Allow time to build relationships
Behaviour change takes time
and people may need to come
across the message a number
of times in a number of formats
before it becomes embedded in
their behaviour.
You need a range of outputs
Solutions need to have a mixture of approaches to maximise the opportunities of reinforcing the message e.g events, activities,
print material and on-going networks to shape spending on
physical changes such as widened pavements and pedestrian
crossings.
Project Conclusions
Encourage ideas from within
Solutions need to be locally identified and shaped in order
to have the best chance of succeeding. Big hook events
can’t be a one size fits all solution but need to be specific to particular communities and
their skills and interests.
locally devised behaviour change initiatives - a case study
Project Conclusions
“The curriculum links are very positive, knowing that the schools have a reason to keep refering to maps showing alternative
travel methods and are reinforcing the message of sustainable travel; is a great
outcome.
The street party was a fantastic way to raise awareness of the project and now two other areas want to try a similar approach
because it generated such a buzz.
Influencing behaviour change isn’t a one way street - I have been impacted by how
much you can find out and gather from your audience.
- David DeaneSchool Travel Plan Officer
Planning & Sustainability Division Southampton City Council
“
“
Identify the decision makers
We found that children knew the
‘right’ answer to questions about
sustainable travel but they weren’t
in control of how they got to school
and therefore the focus needed
to be on sharing their message
and concerns with parents and teachers.
Develop learning resources
Specific resources that can be delivered in a lesson and not just as a handout take time to develop
and tweak. Working with your audience means you get it right
and those involved feel ownership over the idea and want to embed
it in the curriculum.
Work to the school timetable
Embedding curriculum links can take time particularly in secondary schools and colleges where exam pressure can make taking on extra activities difficult. Planning a term ahead gives maximum chance of
engagement and successful impact.
Gather factsSome ideas had already
gathered lots of traction but were more focused on making
car use easier i.e creating a one-way system to ease
congestion issues. Gathering statistics about the possibility
of this helped demonstrate why alternative options were a better
solution than first thought.
A blueprint for locally devised behaviour change initiatives
a number of steps to creating similar results
elsewhere
Insight Fun Champion
Influencers Focus Shape Promote
Exchange Embed
Junior students tell us about why they like walking
RESPONSIBILITY
Insight
Identify your target audience(s), find out where they both physically and digitally
spend time and go to them.Try and tap into existing events and
activities so that you make it as easy as possible for people to contribute their
ideas.
Junior students tell us about why they like walking
We ask parents about the congestion outside the school gates
We find out from the college what they think of the local issues
Fun
Make your conversation starters fun and engaging. People can worry that you are going
to make them feel bad about their current behaviour so using fun and informal tangential activities puts everybody at ease and promotes
more honest conversations.
We created a photo-trail to get Junior students thinking about different modes of school travel
A transport themed cake competition gets parents excited at the street party -
grand prize : bike vouchers!
Sixth form students feature in a comical music video called ‘travel trouble’ to raise awareness of
better travel choices
Representatives from all the schools come together to discuss the issues
Sixth form students feature in a comical music video called ‘travel trouble’ to raise awareness of
better travel choices
A blueprint for locally devised behaviour change initiatives
Champion
Talk to as many people as possible and identify people who want to be involved in
a more detailed way. We call these ‘project champions.’ They ensure longevity after
the project finishes.
Representatives from all the schools come together to discuss the issues
College students are invited to help and be involved in campaign for a ‘school run pledge’
Business studies and childcare courses get involved
in the event planning
Influence
Identify the range of professionals that need to be involved such as Highways, Parking Control, Ward Councillors and
make sure they are aware of the project. Establish who needs to be involved in
detail and who just needs to be kept in the loop. Communicate the
project parameters to allow realistic expectations for progress.
Council members attend the travel team meeting and invite highways and other
specialists to discuss congestion solutions
Involving Headteachers and class teachers ensured the schools moved the project onto
their agenda
Residents outside of the school ensured the project message
spread locally
The project diagram
Residents outside of the school ensured the project message
spread locally
A blueprint for locally devised behaviour change initiatives
present Focus
Bring your champions and influencers
together into a working group and develop a collective mission. We find that turning
this into a visual diagram means that everybody knows where they are heading and can refer back to it when prioritizing what to do. Find opportunities where the working group can directly influence the
project for maximum impact.
The project diagram Ideas gathering The working groups list their project questions
A blueprint for locally devised behaviour change initiatives
present
Shape
Identify how and where people can shape change.Set the parameters for activities
and make sure activities are focused where they can have an impact. People get tired and frustrated if there is never any response from their ideas. If there
are budgets available try to help the champions influence how it is spent.
Helping people shape the overall project aims Planning events together Testing ideas and solutions
‘Car-board box races’ a fun activity devised by the business studies course at the
college
Testing ideas and solutions
A blueprint for locally devised behaviour change initiatives
present Promote
Encourage your champions group to hold a ‘big hook event’ to share their mission with a wider audience. This needs to be an idea identified within the group and something
people feel that they have the skills to achieve themselves. It could be grand or
simple but it needs to get lots of attention and encourage more conversations about
the mission.
‘Car-board box races’ a fun activity devised by the business studies course at the
college
A mass picnic on Heath Road when it closed to traffic for the street party
Children enjoy playing out safely on their scooters along the ‘8 track’ a game devised by
Childcare students
Exchange
Cluster groups of schools / businesses / neighbours together to help them support
each other and increase a feeling of shared responsibility. Allowing them to network and feel like they are gaining something positive by being involved.
People often ask ‘what’s in it for me?’ so make it clear what the benefits are to each
stakeholder uniquely.
Childcare students from the college gained valuable work experience at the street party, running activities with children, forging links
with the schools
The working group gave their time and ideas in exhange for being responsible for how local
budget gets spent
The working group provides a space for all to share and exhange
views and ideas
Junior pupils explore their local area using the printed pocket-maps
The working group provides a space for all to share and exhange
views and ideas
EmbedEmbed the project mission. Identify ways that
the conversation and activities around behaviour change can be rooted in place. With schools this may be through curriculum links, with
colleges this may be through work experience or opportunities to link coursework to the project and with businesses it may be through chances
to network and inter-business competitive incentives. There is no single solution but by
asking the question about how best to embed change you promote opportunities to suggest ongoing activities for the future. For schools
such initiatives also align well with modeshift star accrediation.
Junior pupils explore their local area using the printed pocket-maps
Business studies have made the ‘community event planning’ task we introduced a permanent
part of A-level coursework
Children plotting familiar places and calculating journeys using the
lesson plan that combines, map skills, literacy and PSHE
Responsibility
The aim of the working group is to share responsibility amongst stakeholders. People should be encouraged to feel fully invested in it. The group members needs to have wider
influence in order for people to feel responsible for their actions and insight. In essence if the
group cannot truly impact decisions then it does not matter what the group suggests.
Allowing working groups to shape and influence local spend on physical change and services makes it easier to show accountability for the
spending of public money and allows people to see a tangible impact from their efforts.
To find a budget you can adapt existing methods and budgets to suit a groups needs, in this
instance we pooled school travel plan budgets.
Childcare students from the college gained valuable work experience at the street party, running activities with children, forging links
with the schools
The working group gave their time and ideas in exhange for being responsible for how local
budget gets spent
A space for all to share and exhange views and ideas
A space for all to share and exhange views and ideas
A blueprint for locally devised behaviour change initiatives
Insight Fun Champion
Influencers Focus Shape Promote
Exchange Embed RESPONSIBILITY
For us, engaging meaningfully with your audience; learning more about their
perceptions, needs and concerns is the most logical starting point in creating a successful initiative for behaviour change. The blueprint and case study demonstrates a more refined approach to behaviour change which can be
used and re-worked elsewhere.
0208 525 5654