As part of my series on active travel articles, I shift my focus toward the transformative potential of co-creation and behaviour change within regional communities. As decision-makers look to foster more sustainable travel habits, involving communities in the planning process not only empowers but also tailors solutions to fit local needs more precisely. This article explores how embracing co-creation can lead to effective behaviour change and significantly benefit regional communities.
Understanding co-creation: Co-creation in active travel means involving stakeholders – not just as feedback providers but as partners in the design process. This approach ensures that the solutions developed are not only innovative but are deeply rooted in the community’s cultural, economic, and social fabric. For regional communities with diverse urban and rural landscapes, co-creation allows for the development of tailored active travel initiatives that address specific local challenges and opportunities.
The role of co-creation in behaviour change: Behaviour change is a cornerstone of successful active travel schemes. Encouraging residents to switch from car dependency to more sustainable modes of transport like walking, cycling, or using public transport can significantly reduce congestion and pollution while promoting healthier lifestyles. Co-creation plays a crucial role in this shift by:
- Building trust and ownership: When community members actively participate in creating travel schemes, they are more likely to trust and support the initiative. This sense of ownership can lead to higher adoption rates and more enthusiastic advocacy within the community.
- Addressing real needs: Through co-creation, decision-makers gain a deeper understanding of the actual barriers that prevent people from adopting active travel. Whether it’s safety concerns, inadequate infrastructure, or simply a lack of awareness, co-created solutions are better positioned to address these issues effectively.
- Enhancing accessibility: Inclusivity is key in active travel schemes. Co-creation ensures that the needs of all groups, including the elderly, children, and people with disabilities, are considered, making active travel a viable option for a broader audience.
Implementing co-creation in regional communities: Implementing co-creation requires a structured approach that goes beyond conventional consultation. Here are some strategies that can help decision-makers embrace this approach:
- Workshops and think tanks: Regularly scheduled community workshops that bring together residents, local businesses, urban planners, and policymakers can foster ongoing dialogue and idea-sharing.
- Pilot projects: Launching small-scale pilot projects in different parts of a region can provide valuable insights and data, help identify potential issues before they become widespread, and allow community members to see tangible examples of active travel options.
- Digital engagement platforms: Utilising technology to gather input and keep stakeholders informed can increase engagement, especially among younger residents who might prefer digital communication.
- Feedback loops: Establishing clear mechanisms for feedback on active travel initiatives ensures that projects remain dynamic and adaptable to changing needs and circumstances.
- Driving behaviour change: Driving behaviour change requires persistent effort and effective communication. Marketing campaigns, incentives, and educational programs can play pivotal roles. For instance, promoting benefits such as improved health, reduced travel costs, and incentives like discounts for cyclists at local shops can motivate behavioural shifts.
As multiple regions throughout the UK look towards the future of active travel, co-creation offers a path to more effective and sustainable solutions. By involving the community at every step, decision-makers can foster a culture of active travel that aligns with the region’s unique characteristics and challenges. Ultimately, the success of these initiatives will depend on their ability to engage residents, transform behaviours, and create a lasting impact on the local environment and public health.
Rapport North 