UrbanTrans led a community-based social marketing (CBSM) project along a central transit corridor in the Region of Waterloo, east of Toronto. The project involved developing a tailored strategy to market transportation options to households and thereby encourage the use of sustainable transportation modes. The project included a rigorous measurement approach to detail change in travel behavior and the benefits of implementing the CBSM strategy. The project was an initial pilot, covering an area of 15,000 people and led to personal contact with 2,000 households. The project resulted in a 21 percent increase in walking and a 59 percent increase in the use of transit.
The project’s success led the Region of Waterloo to hire UrbanTrans to assist with additional CBSM projects targeted to residents and employees. To date, UrbanTrans has assisted with the implementation of four resident-based CBSM projects and a more than a dozen employer-based projects. Our efforts have helped the region reduce single-occupancy vehicle travel by as much as 10 percent within some target markets while also increasing the use of walking, biking and transit as modes of transportation.