Transport for NSW - Behaviour Change Program
During Covid, there was a need to get more Sydney-siders walking to work to reduce road congestion and manage the reduced capacity on public transport.
Using data and creativity, I developed a behaviour change program to trigger active transport habits in Sydney residents.
In collaboration with internal and external market research experts, I designed a data-driven behaviour change marketing program to reduce traffic congestion and support the premier’s priorities for a greener city. To achieve this, I oversaw a team of seven marketing, technology, and media specialists in delivering data-based messaging on timely and relevant channels that encouraged Sydney residents to walk or cycle instead of driving.
The project required a large tender process to find the right creative agency to produce over 100 pieces of unique content that would feature trigger messaging, placed in timely and relevant channels all across Sydney. The messaging would target specific commuter behaviour and insights to trigger desired change and the content would be shown at the most relevant times of the day to ensure resonance.
Results
Over 100 pieces of unique content produced over the course of a 3-month data gathering program
The development of bespoke data dashboards to monitor progress and optimise messaging when required.
Post-campaign surveys showed a positive uplift in active transport behaviour, including riding bikes and walking to work.