Presentation of Odense - City of cyclists May 2011, Riccioni, Italy

1. Odense – City of cyclists!
/Marianne Weinreich
Head of Mobility, VEKSØ
Vice Chairman Cycling Embassy of
Denmark

2. Who’s talking!
• Head of the mobility department at VEKSØ,
DK
• Worked with mobility management and
promoting cycling for the last 11 years in DK
and EU‐projects as a consultant
• BYPAD auditor
• Vice chairman of Cycling Embassy of Denmark

6. Cycling in Denmark

7. The City of Odense
• 3rd largest city in Denmark
• 187.000 inhabitants
• 304,34 km²
• 540 km cycle path
– First cycle path in 1895
– Masterplan in 1976
– Safe routes to school in 1979
• 82% of the school children walks/cycles to
school

9. Odense Cycle City 1999‐2002
• Budget: 2,5 million €
– The City of Odense 1,25 mil €
– The Danish government 1,25 mil €
• Goals
– To increase bicycle traffic by 20%
– To reduce the number of accidents by 20%
• Strategy
– To provide a safe and bicycle friendly urban space and
promote and market cycling as a means of
transportation

10. Flow and safety
• Green waves
• Cycling both ways in one way streets
• Cycling in pedestrian areas
• Shortcuts in signed crossings
• Blue “cyclist pockets”
• Maintenance of cycle paths and lanes
• Hole patrol
• Safety study

16. A bicycle friendly urban space
• New and improved bicycle parking facilities
• New and innovative cyclist service facilities
– Cyclist counters
– Air pumps
– Locking devices
– Water posts
– Information and route signs

25. Marketing & campaigns
• Communication strategy
– Mass media
‐ Focus on positive messages, image and lifestyle
‐ Keywords = Freedom, mobility & modern lifestyle
– Local targeted campaigns
‐ Focus on positive experiences with cycling and role models
‐ Key words = Health, environment, freedom, mobility
– Cross pressure!

26. Marketing & campaigns
• Mass Media
– Web site
– Out door posters, ads in busses and post cards
every spring and fall
– Household distributed cycle magazines
– Ads in the movie theatre
– Local press

29. Marketing & campaigns
• Target groups local campaigns
– Kindergardens
– Schools
– Workplaces
• Strategy
– Every campaign was targeted to the
specific target group
– Key – to participate you had to ride a bike!
– It was attractive to join the campaign
competition, prizes, joint experiences

37. Results

38. Results
• 20% raise in cycle traffic to modal split 28%
• 20% decrease in accidents with cyclists
• 35 mill new bicycle journeys made during the project
= 25.000 new journeys every day
• 50% of the new journeys were made by car drivers
• The City of Odense saved 4,5 mill € on health
expenses

39. 2003‐2007
• BYPAD
• TARGET
• MoCuBa
• MOBILIS
• Different bicycle “stand alone” projects
• Cycling dropped from 28 to 24%

40. Odense Cycle City 2008‐11
• Odense Cycle City version 2.0 = Odense, City of Cyclists
• New strategy, new goals
• New action plan, new measures
• Strong citizen and stakeholder involvement in the process
– SWOT analysis
– Vision seminar
– Survey

41. (24% share)

43. Focus areas
• Bicycle parking
• Children
• Commuters
• New danes
• Elderly

44. Bicycle parking

45. Children
• Educating Ride’n play
teachers for
kindergardens
• Permanent Ride’n play
play ground
• Summer cycle school
for 2. and 3. graders

46. Commuters

48. Integration
• Team Integration
– 40 people, 16
nationalities
• Women on bikes
– Bicycle school
• Boys on bikes
– Use bike to school/work

49. Elderly (AENEAS project)

50. How to create a cycle city?

51. What influences our choice of transportation?
Objective reality
Subjective reality
Social norms
Habits
CYKEL!

52. How to create behaviour change
Break the habit
Change the Change the
objective reality social norm
Change the
subjective reality

53. Steps of behaviour change
Affiliation
• Facebook, ambassadors
Activation
• Campaigns
Awareness
• Web, outdoor, lifestyle

54. Cycle City Aarhus, DK

55. The brand!
8000
GOOD REASONS
TO
CYCLE

56. Branding campain

58. Kindergardens

59. Schools

60. Adults!

61. Mobil dialog

65. More info
Marianne Weinreich, VEKSØ
maw@vekso.com
+45 2126 9086
Elsebeth Gedde, Odense, City of Cyclists
hege@odense.dk
+45 5116 5982