Encouraging the use of mobility services in Turku

Encouragement can be done by nudging

In the scale-up project, encouragement is approached from two different starting points, the focus is on experimenting with nudging and profiling mobility. Nudging is a concept based on behavioral economics and psychology. It means subtly directing or modifying behavior, without restricting freedom of choice. The term includes the idea that people's decisions and behavior are influenced by various factors in their environment, often subconsciously. You can read more about the theoretical background of nudging, for example. From the Academy of Finland's Climate Nudge project website: https://ilmastotuuppaus.fi/en/climate-nudges/

The project will carry out ten different nudging experiments for different target groups. The aim is to test what kind of incentives can be used to increase the share of sustainable modes of transport in the test groups. An important role in the experiments is played by evaluation measures, through which it is possible to find out how the measures should be implemented in the future. The evaluation will be carried out together with the project partner Turku University of Applied Sciences. Project partner Valonia is responsible for the implementation of one nudging.

Encouragement with polar bears

The first nudging experiment was a polar bear campaign at Raunistula, Hepokulta and Paattinen schools and in both Port Arthur and Uittamo daycare centres in spring 2023. The purpose of the campaign was to encourage children to travel more sustainably in their everyday journeys, i.e. on foot, by bike or by public transport. Trips made by sustainable modes of transport received snowball stickers, which were intended to unite a polar bear family. The campaign was well received and encouraged children to engage in everyday physical activity.

Fölikortti on loan from the library

Another experiment was the lending of a Föli card from three different libraries in Turku during the winter 2023-2024.

Mobility profiles for residents

As part of the package, a mobility profile test will be carried out for Turku residents. The mobility profile test is inspired by the project partner city of Antwerp, where the test has helped the city to form a better overall picture of its residents and inspired residents to consider their own mobility choices. The test will be launched in Turku in early 2024. The goal is to reach at least 5,000 residents and make the results visible on the Turku service map.

Nudging housing company residents to sustainable mobility

The information campaign, carried out in cooperation with VASO, directs information and tips on sustainable mobility to the residents of one housing company. The procedure is performed by Aalto University student Lukas Junghans as part of his Master's thesis.  The information collected on this website is intended to shed light on the benefits of sustainable modes of transport and thus encourage readers to favour them.