15 bicycle promotion projects from the Dutch Better Utilisation Program were evaluated, recommendations and conclusions are written down in the E-book Change is cool.
Dutch experts from MuConsult, XTNT and & Tomorrow describe In the E-book how to trace the right audience, which success factors make the campaign effectively, and how to make sure that the people even after a campaign continue cycling.
One of the main lessons learnt is that enthusiastic colleagues are the most effective change agents. This applies both for the organizers of bicycle promotion projects and for the participants. There are many apps for smartphones available which deliver technical feedback in bicycle promotion. However empathy, passion and creativity are the typical human qualities that cannot be replaced by technology, and which have proved to be very important in promotion bicycle use.
Improving health is more important than economical gain in preferring the bicycle instead of using a car for traveling to work. An attractive remuneration ( a mileage allowance equal or higher than travel by car) is more effective than organizing a competition, (who bikes the most?).
Gaining experience is an important key to changing behavior. A trial offer is regularly adopted to introduce people to new behavior. An attractive (temporarily)offer for public transport use or e-bike use are frequently used.