Using multimedia communications to modify travel behaviour

Abstract

Interactive multimedia is a powerful form of communication with the ability to educate and inform the user while at the same time delight their senses. The cost of computers has plummeted in recent years, making them widely available in the majority of homes. The London Borough of Bromley has embraced this new technology to develop cost-effective promotional materials and has developed four interesting multimedia resource toolkits to date as part of a communication strategy to modify travel behaviour. This paper details the benefits of video and interactive multimedia as part of a communications strategy to promote healthy alternatives to the use of single-occupancy cars. The paper focuses on the development of an interactive multimedia CD-ROM to promote the concept of a Walking Bus. The strategy for increasing the number of Walking Bus routes is outlined and an analysis of the uptake of the parents and children using the buses is made to determine if the multimedia production has helped to meet its objectives. The need to build in flexibility in order to respond to external influences is explained and how the strategy was adapted to cope with some unforeseen public safety concerns that impacted on the rollout programme.