The
basis for STEP BY STEP is the approach developed in the EU-projects INPHORMM and
TAPESTRY. These projects analysed the impact of mobility management campaigns
and came to the conclusion that the effectiveness of campaigns depends greatly
on the level of awareness in the target group. It is called "the seven levels
of change" (see picture on previous page) STEP BY STEP aims to demonstrate these
different steps in campaigns adjusted to situations where the relevant level is
adequate. As the distinction between every single step does not have to be separated
in every awareness campaign, STEP BY STEP has combined these steps into 4 levels.
Level 1 Achieving basic awareness Campaigns in this part seek to achieve
2 things: " Awareness of the problem: Being aware that there are problems to be
solved is a pre-condition to accepting the need for action to help solve them.
" Accepting Responsibility: Accept personal responsibility - that you have a personal
part to play -for contributing to the solutions. Level 2 Achieving awareness
of personal, viable options Campaigns in this level of awareness seek to address
people, that are already aware of the problem, but do not yet have the impression,
that they have viable options. It progresses in three steps: " Perception of options:
Awareness on the availability of alternative options for mobility. " Evaluation
of options: The way in which the characteristics of the alternatives are prioritised.
People will only consider voluntarily changing mode if they have a positive perception
of the alternatives with regard to factors, which are most important to them.
" Making a choice: The establishment of an intention to change is one step before
a change in behaviour can be achieved. Level 3 Achieving try-outs of new
behaviour Persons that already know about the problem and their options still
have to be motivated to change. The campaigns in this level aim for people to
try out the new mode for certain trips for a short time on an experimental basis.
It is the next to the final step. If the experience is positive, then this change
may become more permanent. Level 4 Consolidate new behaviour The final
level is the long term adoption of the new mode for certain trips. When this level
has been reached, the old habitual behaviour has been broken and a new pattern
established. The campaigns in this level aim to consolidate this new behaviour.
Campaigns for collective transport and campaigns for walking and cycling
STEP BY STEP addresses these levels - but also different modes: collective transport
and actions for walking and cycling. Each of the levels and each of the modes
has a demonstrator campaign. | 
