Promoting bicycle use

High bicycle use, many infrastructural bicycle policies - and almost no bicycle promotion: the Dutch situation is often hard to fathom for foreigners. A good in-depth attempt at outlining the characteristics of the Dutch policy situation is: Learning from the ...

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Promoting bicycle use

High bicycle use, many infrastructural bicycle policies - and almost no bicycle promotion: the Dutch situation is often hard to fathom for foreigners. A good in-depth attempt at outlining the characteristics of the Dutch policy situation is: Learning from the Dutch laboratory.

In the Netherlands there is still an innate belief in the value of ‘concrete’ measures: (relative) speed, comfort and safety as incentives for bicycle use. The effects of promotional campaigns are often harder to demonstrate. And even nowadays there is little trust in the Netherlands in bicycle policies that emphasise the importance of promotion campaigns over infrastructure. However, attitudes are changing somewhat towards paying more attention to promotional activities: after all, this may be a useful addition to infrastructural measures - as well as being cost-effective. The more so since a clear ‘market’ can be distinguished, particularly among non-native inhabitants, of people with little or no cycling tradition. The major drawback is that the average Dutchman already has a very positive opinion about cycling: fun, fast, favourite transport modality for short distances. The main drawbacks (the weather, luggage, etc) are often quite ‘rational’. Various studies demonstrate this image, just recently Mobility in experience and image (Beleving en beeldvorming van Mobiliteit and before that Short trips. Added value of communication.

Promotional campaigns in the Netherlands have often focussed heavily on the issues of ‘safety’ and ‘children’: stimulating going to school by bike, partly by way of communicative measures (see School rush hour (De Schoolspits) and Auxiliaries for traffic working groups  (Hulptroepen voor verkeerswerkgroepen). Flemish bicycle-promotional campaigns (‘Sensitizing’ the Flemish towards cycling (Vlamingen de fiets op ‘sensibiliseren’)) have generated quite a lot of publicity in the Netherlands  and by now even some imitation: following the example of Breukelen (Breukelen employs Flemish promotion campaign) several towns have adopted the campaign ‘Met belgerinkel naar de winkel’ (cycling to the shops). Local bicycle plans have been demonstrating a growing emphasis on communication and promotion in recent years, as exemplified by (Bicycle plan Tilburg) and Delft (Delft festively wraps its bicycle policies).

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Report Bicycle plan Tilburg
2005
Tilburg fietst!, bicycle plan 2005-2015, is remarkable for the large amount of attention paid to maintenance (considering the completeness of the network) and narrowly targeted promotion.
Report Fietsberaadpublication 11c: Ethnic minorities and bicycle policy
Paul van Beek, Jasper Hoogeland en Karijn Kats (Goudappel Coffeng) en Karin Broer (free-lance , Fietsberaad
2007
This publication provides a survey of various attempts by authorities to promote bicycle use among ethnic minorities. Suggestions for new measures are provided as well.
Article Bicycle lessons give immigrant women more self-confidence
2002
Bicycle lessons for immigrants meet a need. This is the conclusion of experiences in Amsterdam and Tilburg.
Article Delft festively wraps its bicycle policies
Karin Broer , Fietsverkeer
2006
Delft is one of the first towns to really emphasise communication and information.
Article Breukelen employs Flemish promotion campaign
2006
As part of its air quality policy, Breukelen imported the Flemish campaign Met belgerinkel naar de winkel, to promote visits to shops by bicycle.
Article Relief troops for traffic work groups
Marian Schouten , Fietsverkeer
2005
Marian Schouten describes five recent methods for supporting and structuring an approach to unsafe traffic environments around primary schools.
Article Belgians on their bikes: ‘sensitisation’
2005
In contrast with the Netherlands, in Flanders (local) promotion campaigns for bicycle use are held. Here too, there is a major lack of effectiveness figures.
Article Why the car, why the bicycle?
2004
A summary of a national AVV study: why do people decide in favour of the bicycle or the car for short trips?
Article Bicycle route planners lend cycling a modern image
Ron Hendriks , Fietsverkeer
2006
Survey of the latest developments in digital route planners for cyclists: Utrecht, Zuid-Holland, Amsterdam and some German planners.
Article Cycling co-ordinator Amsterdam takes his leave
2004
Looking back on ten years as cycling co-ordinator in Amsterdam: a multitude of projects, with ups and downs.
Report Short trips. Added value of communication
Roger Gelissen, Elles Janssen , Rescon
2007
Evaluation of campaigns to promote bicycle use in Venlo (shoppers) and Tilburg (school children).
Brochure Junction networks
2003
Informative paper published by SLF about the features, advantages and disadvantages of signposting through the junction system.
Article Frank Bike as Mayor, Gent in motion
2004
Ten years’ implementation of the Ghent Bicycle Plan: both organisation and infrastructure and sensitising and stimulating. [Fietsverkeer - 2004]
Report Collection of examples (English)
Jensen , VD
2000
Description of extensive and wide-ranging bicycle projects in 8 bicycle towns in Denmark.
Report Out of the car, onto the bicycle! - Final report ‘Market-oriented bicycle policy’
Laurens Langendonck (Blauw Research) , Fietsberaad en Ministerie Rijkswaterstaat
2009
Fietsberaad commissioned a market analysis by Blauw Research. The supply of, among other things, bicycle facilities in Apeldoorn, Hilversum, Zwolle and Nijmegen has been investigated. The market research has also recorded the needs and wishes of the target groups.
Report Three years of cycling policy in German Towns
Umweltbundesambt
2006
Report about a large project: A systematic and broad policy for cyclists and pedestrians in three German towns. More communication is central
Report Personalised travel planning: evaluation of 14 pilots part funded by DfT (English)
2005
Summary of the evaluation of promotional projects for sustainable travel in 14 English towns. General trend: often some, albeit small, effect.
Report 'Balanced bicycle policies'
1995
A catalogue of non-infrastructural measures that may promote cycling.