Behavioural change measures (‘Smarter Choices’) - Transport Policy and Planning in Great Britain - page 269

project were also brought together to provide guidelines for local authorities generally
in mounting 'Smarter Choices' campaigns (DfT 2005e).
Each town developed their own brand names, images, logos and slogans for use in
creating a recognisable 'theme' within which individual initiatives could be promoted
(LTT 415). ITM programmes were planned as a major component, on a scale not
previously seen in the UK. However the towns are relatively small and freestanding
with a large proportion of short-distance trips, so that the potential for mode shift
is higher than average. Reflections on experience to date in Darlington are given in
Higgitt (2007) whilst experience and prospects more generally within the three towns
are reviewed by R Thomas in LTT 481.
In May 2007 Transport Minister Gillian Merron appears to have been so impressed
with the interim results from the Demonstration Towns that she wrote to all local
authorities inviting them to give Smarter Choices 'strong consideration' when setting
their budgets. Authorities might reasonably have countered that if DfT was so
impressed it could conceivably have found rather more than the microscopically small
amount from its own budget! Nevertheless changes are in prospect:
Subject to value for money tests we will be increasing our investment in initiatives
like these [Demonstration Towns] significantly in coming years and will publish
detailed plans shortly.
(DfT 2007s para 3.13)
Closely linked with the 'smarter choices' agenda is the scope for promoting walking
and cycling (Sloman 2003a). In 2004 the Government published an Action Plan
which identified 37 initiatives to be pursued and monitored by the Government with
local authorities and other stakeholders (DfT 2004h). In practice the programme
represented a 'realistic' replacement for the wholly unfulfilled aspirations of the New
Deal in this field.
A programme of six cycling demonstration towns was initiated and this has recently
been added to with the announcement of a much enhanced (£140m) programme over
the three years to 2010/11. This will include training for an extra 500,000 children
across England, links connecting around 500 more schools to the National Cycle
Network and up to ten further cycle demonstration towns (LTT 486). Significantly the
funding includes a contribution from the Department of Health that will be targeted
at areas with high levels of obesity.