This project examines how sustainable transport schemes fail to win, or later lose, public support, and what transport practitioners and policy makers can do to build lasting backing for the schemes that affect them. Bringing together members from private consultancy, the public sector and academia, the study will use case studies, stakeholder insight and survey testing to identify which communication approaches work, for whom, and in what contexts.
The research team was formed through the FTVG-hosted collaboration workshop sessions. Adam Gough (WSP) presented a proposal examining how sustainable transport schemes fail to win and/or maintain public support. Under the same theme, Justine Seager (Steer) proposed a research piece that would build on her existing research into misinformation and rhetoric around sustainable transport.
After the session, Alexander Bell (TfGM) and Chio Fuseya (Imperial College London), and later Marcus Sellars (Tees Valley CA), reached out to express interest. Following several calls, the research team formed and made a formal application for funding for a research topic combining aspects of each team member’s background.
A strength of the team is the range of expertise it draws together, with members spanning private consultancy, the public sector and academia, based from London to the North East.
Sustainable transport schemes are rightly subject to intense public scrutiny, but this also means they rely on winning and then maintaining public support, or risk being delayed, diluted or cancelled.
Schemes may fail to secure public support due to poor communication of benefits, lose it following powerful political opposition, or sometimes be eroded or undermined through misinformation and conspiracy.
In order to successfully deliver sustainable transport schemes and policy, transport practitioners and policy makers must make use of effective communications to build lasting support amongst the public the scheme would impact.
“Our research project will develop an evidence-based understanding of how communication approach and messages influence public support,” the team explains.
Through case studies, stakeholder insight and survey testing, the project will identify which messages and approaches are most effective, for whom, and in what contexts.
The findings will be translated into practical guidance and a framework for a tool enabling scheme promoters to tailor messaging based on the characteristics of their scheme and local population.
The objectives are as follows:
The key deliverables of the project are as follows:
By grounding its recommendations in case studies, stakeholder insight and survey evidence, the project aims to give scheme promoters a practical, evidence-led way to build and maintain the public support that sustainable transport schemes depend on.