Moving Together – Shared Transport Project Summary
The Moving Together project, funded by Midlands Connect and Derbyshire County Council, aimed to reduce congestion and environmental damage in Buxton and Hope Valley by promoting the use of shared transport (lift sharing, peer-to-peer car sharing, car clubs and EV charger sharing) with the support of an online platform. Shared transport is envisaged to have a significant role not least because of the difficulties of providing alternative public transport in this predominantly rural area.
Hope Valley Climate Action and Buxton Town Team were appointed to undertake community engagement to support the project, through research and publicity, and helping to nurture new community led shared transport initiatives. They worked with a range of supportive and reactive partners from the service providers (Kinto Join, Hiyacar and Co-charger) through to local councils and community groups.
Research covered user experience of using the online Moving Together website, attitudes to shared transport from residents and visitors to Hope Valley, initial market segmentation, and to support specific projects. It was considered that a systematic approach to identifying the mechanism and factors around behavioural change was essential. Promotional activities included face to face conversations at events, use of social media and press / newsletter articles, and more traditional methods such as posters.
Key insights from research identified that there was significant interest in shared transport from some but not all people, and that motivations were generally altruistic, around helping communities and reducing environmental impacts.
Some of the key recommendations on community engagement methods included:
- Putting shared transport in the context of overall transport experiences, systems and policies:
- Make it part of a process from listening through to delivery.
- Aiming for quality engagements not quantity.
- Start with stakeholder mapping.
- Engagement needs appropriate resourcing.
- Recruit others to amplify messages..
- Try to normalise behaviours, including through local case studies.
- Make any interaction a learning experience.
- Repeat messages to catch people at that point when they are briefly receptive to change.
It was also recognised that whilst the online platform was a useful supportive reference point, the projects’ success hinged on successful community engagement to raise awareness, motivate and support people to take up the options.
A number of case studies and new projects were covered by the project, including:
- A new S33 car club, Buxton lift-sharing group, and Buxton EV charging
- Case studies including Grindleford and Bradwell lift-sharing groups and local EV charging initiatives
In terms of the different shared transport techniques:
- Lift-sharing was the most acceptable, but safety and security, social concerns, and lack of convenience were the main barriers. There was a preference for local community based, low-tech solutions. A number of suggestions for improving the Kinto Join app were identified.
- P2P car sharing was not widely known about, with significant perceived concerns around insurance and damage. More awareness and understanding of the concept is needed, and experience of small, local schemes required.
- EV charger sharing was also not widely known about, and uptake will be slow due to the length of the car renewal cycle. It definitely has potential, but needs long-term input into raising awareness.
The project will conclude in March 2025. There will be no project officer from this point, the Moving Together websites will not be continued to be supported, and only a small amount of residual funds remain. However, even without additional funding, the legacy from the project should enable some continuation of maintaining a profile for shared transport, including:
- Hosting of final report and ‘how-to’ guides on CoMoUK’s website
- Historic blog and social media posts on HVCA website
- Ensuring HVCA future engagement on transport issues includes space for, and reference to, shared transport
- Specific publicity given to shared transport initiatives that HVCA becomes aware of
- Routine publicity posts on shared transport issues (eg. regular reminders about each technique)
- Regular, but not necessarily frequent, contact with the MT suppliers regarding product development.
You can find the full report here.
