My Journey - Southampton City Council
Behavioral science led to a 3% rise in the probability of switching transport methods for short trips.
- Southampton City Council, My Journey, and National Highways
- March - July 2023
What services we used
- Behavioural Insights Research
- Randomised trials
- Digital marketing
- Post-campaign survey
“We are passionate about using the power of behavioural science to improve lives, wherever we can.”
The brief
Lynn together with the My Journey brand, on behalf of National Highways, have developed a comprehensive, behaviorally informed campaign to support commuters’ altering their modes of transport in the Solent area by encouraging drivers to:
- Remode: Switch car journeys to sustainable travel options (public and active transport)
- Reduce: Aim to minimise unnecessary car journeys
- Retime: Travel by car during non-peak times, avoiding tailbacks and congestion
The Approach
Lynn conducted primary behavioural research as part of this, created a campaign approach and a creative identity, followed by a full campaign activation in March 2023.
Campaign goals included:
- Help Solent residents Remode, Retime, and Reduce their car journeys
- Change behaviour by driving greater use of sustainable travel methods, including public and active transport methods
- Send residents to the My Journey website, which hosts relevant materials to aid decision making
The Impact
835,187 people reached
3.16% engagement rate
26,360 clicks to key calls to action
The Behavioural Science
- Highly targeted audience mapping and segmentation
- Identifying behaviours, and analysing barriers to action using COM-B and TDF frameworks
- Randomised online trials testing of creatives and content
- Targeted surveys and analysis to ensure effective campaign development and management
