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- W23086228 abstract "In recent years, there has been growing interest in a range of transport policy initiatives which arenow widely described as ‘soft measures’. Soft measures usually seek to give better information andopportunities which affect the free choices made by individuals, mostly by facilitating attractive,relatively uncontroversial, and relatively cheap alternatives. They include initiatives such as schooland workplace travel plans, personalised journey planning, car clubs, public transport informationand marketing and teleworking.This paper will provide an overview of the evidence for a recent DfT study of soft factors (Cairns etal 2004) which concluded that ‘sufficient evidence now exists to have confidence that soft factorinterventions can have a significant effect on individual travel choices’. Indeed, the headline findingof the review is that, ‘given a fair wind from national and local government policy, and a serious butnot unrealistic commitment of effort, the voluntary changes in car use brought about by softmeasures could amount to a reduction in the order of 11% of traffic at the national level’.Projections for peak period traffic reduction at the local level ranged between 14% and 21%.The evidence used to inform these conclusions will be outlined in this paper. The paper will thenoutline the projections of the impacts of soft factors and address the following:- How much do soft factors cost and what value of money do they represent?- Are soft measures introduced in combination greater than the sum of their parts?- What constitutes a ‘supportive policy environment’ for soft factors?Finally some conclusions will be drawn as to whether soft factors are indeed a ‘softer option’ and,in the light of the evidence, what role they have in transport policy in the future." @default.
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- W23086228 date "2005-01-01" @default.
- W23086228 modified "2023-09-27" @default.
- W23086228 title "Soft measures - soft options or smart choice?" @default.
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