Framework to Reduce Traffic Congestion

1
Framework to Reduce Traffic Congestion Improve
Air Quality in Atlanta
Strategic Research for the 2000 Clean Air
Campaign Strategic Summary and Status Report
Sponsored By The Georgia Department of
Transportation and The U.S. Federal Highway
Administration Prepared By Wirthlin Worldwide
for the Southern Coalition for Advanced
Transportation (SCAT) December 2000
W I R T H L I N W O R L D W I D E
2
Summary of Findings

• GREAT SUCCESS in generating advertising awareness
• But, the motivating, emotional payoff (greater
  control, less stress) not coming through
• While behavior has changed among some sub-groups,
  not yet sufficient to register among the whole
  population
• For the advertising to have its fullest impact,
  we need to explore ways to strengthen the
  emotional communication.

3
Positioning

• Because of the barriers regarding alternative
  forms of transportation I am dependent on
  others -- the debate and communications should
  reframe.
• This reframing stresses that alternative forms of
  transportation lead to being in control. This
  emotion serves as a way through which commuters
  and businesses can activate change and a way in
  which they would personally benefit.
• For commuters, the benefits center on less stress
  and having time to do things that are important
  to them.
• For businesses, the benefits center on increased
  productivity/better quality of life and improved
  morale/less stress for employees.

4
Objectives

• Measure attitudes and claimed behavioral changes
• Look for increases pointing to use of alternative
  transportation (carpooling, public
  transportation, telecommuting, trip-chaining)
• Assess influence of advertising on Core,
  Anti, and Swing residents

5
Target Transportation Groups
CORE (21) This group uses alternative
transportation much more frequently than
Atlantans on the whole. This segment tends to be
lower income, single, younger, and contains a
large proportion of minorities. ANTI (41)
This group drives alone most often, both for
commuting and running errands, and seldom uses
alternative transportation. Members of this
group tend to be middle-aged, white, with a
higher income. SWING (39) This group is white
and higher income like the Anti group, but
contains more homemakers and retirees. These
Atlantans drive alone less often than the Anti
group, but are only slightly more likely to use
alternative transportation.
Based off November 2000 survey/ n600
6
Advertising and Research Timeline
Advertising Start 7/3
June 26-30 600 interviews
September 12-17 600 interviews
November 13-16 600 interviews
Pre-Campaign
Mid-Campaign (9 weeks)
Post-Campaign (19 weeks)
7
Advertising Evaluation Measures

• Hierarchy of Effects
• A commonly accepted model for the way in which
  consumers absorb advertising information
• Consumers must ascend a hierarchy through which
  they

develop interest
accrue knowledge
develop desire
act
become aware
Awareness Unaided awareness Aided awareness
Interest/Knowledge Recall of messages Rating on
specific attributes Attitudes
Desire Intermediate Behaviors (i.e., pick up
MARTA schedule)
Action Reduce SOV use Increase use of
alternatives
8
Emotional Motivators

• In control
• Stress reduction
• More productivity

9
Advertising Awareness
10
Unaided Advertising Awareness
Unaided advertising awareness of public
transportation and carpooling ads has increased
significantly. Recall of ads regarding the
problem (pollution, traffic congestion) is still
much higher than the solution (public
transportation, carpooling).
Wave 1
Wave 2
Wave 3
Air Quality/Pollution
Traffic Congestion
Public Transportation
Carpooling
Telecommuting
Reduced base Recall quality of life
advertising (June n 274 September n267
November n259)
11
Aided Advertising Awareness
Who Saw/Read/Heard Advertising
When aided with a list of transportation
solutions, claimed awareness of advertising
increased significantly.
Wave 1
Wave 2
Wave 3
Public Transportation
Carpooling
Telecommuting
12
Advertising Content Recall Related
There is a significant increase in the number of
respondents playing back alternative
transportation as the content of the advertising,
even since the 2nd Wave, in September.
Encouraging Alternative Transportation (NET)
Carpooling
Public transportation
Telecommuting
Pollution/environmental factors
Convenient/efficient
Reduced base Those who claim to recall seeing
transit, telecommuting or carpooling ads (wave 1
n493, wave 2 n544 , wave 3 n552)
13
Advertising Content Recall Unrelated
There is less playback of ads not directly
related to the Clean Air Campaign.
MARTA specified
Routes/traffic related
Price/cost issues
Other
Reduced base Those who claim to recall seeing
transit, telecommuting or carpooling ads (wave 1
n493, wave 2 n544 , wave 3 n552)
14
Unaided Advertising Awareness African Americans
Mirroring the total market, unaided recall of
traffic congestion and public transportation has
significantly increased, however, the issue of
air quality has not resonated with group.
Significant change from the 1st wave (at the
95 confidence level) Reduce base Recall
quality of life advertising (Wave 1n49, Wave 2
n55, Wave 3 n53) Q What was the issue that you
saw, read, or heard advertised?
HEADFIRST MARKET RESEARCH
15
Aided Advertising Awareness African Americans
When aided with a list of transportation
solutions, African American ad awareness for
carpooling and telecommuting increased
significantly from wave 1.
Who Saw/Read/Heard Advertising
Significantly higher than in the 1st wave
(at the 95 confidence level) Q Please tell me
if you recall seeing, hearing or reading any
advertising in the past six months about
HEADFIRST MARKET RESEARCH
16
Advertising Content Recall African American
There was significant increase in the number of
African American respondents playing back
alternative transportation as the content of the
advertising.
Encouraging Alternative Transportation (NET)
Carpooling
Public transportation
Telecommuting
Pollution / Environmental
MARTA related
Routes/traffic related
Reduced base Those who claim to recall seeing
transit, telecommuting or carpooling ads (wave 1
n102, wave 2 n121, wave 3 n116) Q Being as
specific as you can, what do you remember about
the advertising you saw? That is, can you
describe what was said or shown in the
advertising for me?
HEADFIRST MARKET RESEARCH
17
Wirthlin Model for Motivating Behavior
develop interest
accrue knowledge
develop desire
act
become aware
People are persuaded rationally, but
motivated emotionally
18
Are Atlantans Understanding the Emotional Payoff?
The one where the lady in the car was crying and
all her make-up smeared all over her face because
of the traffic. How do you deal with Atlanta
traffic?
No payoff
Same commercial
It was a woman dealing with stress and she ends
up having a nervous breakdown. At first she has
all this make-up on and then after the breakdown
she has mascara all over her faceWhy stress
yourself out or go through all this, when you
could carpool.
Payoff
19
Advertising Content Recall Specific
Wave 2
Wave 3
Recall of Specific Commercials
Recall of Emotional Payoff
20
Changing Attitudes
21
Attitudes Improved Slightly, with Four Statements
Showing a Significant Lift

• People who use public transportation, carpool or
  telecommuting enjoy more freedom and independence
  in their lives than those who drive alone in
  their car
• Using public transportation or carpooling would
  give me an opportunity to socialize with other
  people
• If people used public transportation, carpooling
  or telecommuting instead of driving alone in
  their cars, they would have more peace of mind.
• If I took public transportation, carpooled or
  telecommuted instead of driving alone in my own
  car, it would give me more control over my time

22
Significant Increases among the Unaided Ad Aware

• People who use public transportation, carpool or
  telecommuting enjoy more freedom and independence
  in their lives than those who drive alone in
  their car
• Using public transportation or carpooling would
  give me an opportunity to socialize with other
  people
• If people used public transportation, carpooling
  or telecommuting instead of driving alone in
  their cars, they would have more peace of mind.
• If I took public transportation, carpooled or
  telecommuted instead of driving alone in my own
  car, it would give me more control over my time
• If fewer people drove their cars, people would be
  less likely to experience road rage
• People who telecommute, use public transportation
  or carpool feel a sense of accomplishment.

23
Attitudes About Transportation African
Americans
There has been some positive change in opinion of
public transportation during the campaign.
However, almost half of African Americans still
feel they would like to help reduce traffic
congestion, but they still do not know what to do.
HEADFIRST MARKET RESEARCH
24
Behavioral Changes
25
Commuting Methods Weekly
Average Percentage of Trips Per Week
Wave 1
Wave 2
Wave 3
Drive Alone
Telecommute
Car/Van Pool
Public Transport
Reduced base Those employed (June n 448
September n443 November n475)
26
Commuting Methods Used in Last Year
Percent of Sample Using Method
Wave 1
Wave 2
Wave 3
Telecommuted
Car/Van Pool
Public Transportation
Among the unaided ad aware, use of public
transportation in the last year went up
significantly from June (19) to November (27).
However, telecommuting went down in this same
group (from 48 to 40).
Reduced base Those employed (June n 448
September n443 November n475)
27
No Consistent Pattern of Impact on Work-Related
Behavior
28
Transportation Methods for Errands Weekly
Average Percentage of Trips Per Week
Wave 1
Wave 2
Wave 3
Drive Alone in Car
Trip Chaining
Car/Van Pool
Public Transportation
29
Transportation Methods for Errands Used in Past
Year
Wave 1
Wave 2
Wave 3
Trip Chaining
Use Internet Instead of Car
Car/Van Pool
30
How About Intermediate Behaviors?

• Pick up a MARTA Schedule
• Call 1-87-Ridefind
• Ask your boss about telecommuting
• Combine multiple errands into one trip
• Use technology such as the internet instead of
  driving your car

31
Actions Taken/Considered by Segments

• There is a significant increase in Atlantans
  considering calling 1-87-Ridefind (from 2 in
  June to 5 in November). This is due to the
  Anti and Core groups, while the Swing group
  has not moved.

W3-W1 Difference
Wave 1 ()
Wave 2 ()
Wave 3 ()
Anti 0 1 4 4 Swing 3 2 3 0 Core 3 3 9 6

• The Core group has also become significantly
  more likely to have taken the action of asking
  their boss about telecommuting (17 in November,
  compared to 9 in June).

32
Significantly Higher Action Among Unaided Ad Aware

• Picking up a schedule for MARTA
• Combining multiple errands into one trip
• Using technology such as the internet or
  computers rather than driving your car

33
Work-Related TravelAfrican Americans
There has been no significant change in behavior
regarding commuting habits.
Q Thinking about your commute to from work
about how many total times last week did you to
from work?
HEADFIRST MARKET RESEARCH
34
Commuting Methods Used in Last Year African
American
No significant changes in behavior.
Significantly higher Q Thinking back to the
last year, have you ever to work?
HEADFIRST MARKET RESEARCH
35
Non-Work Related Travel (Errands)African
Americans
African Americans typically run more errands
weekly. Directionally the number of errands have
decreased.
Mean values
HEADFIRST MARKET RESEARCH
36
Transportation Methods for Errands Weekly
African Americans
There were no significant changes in behavior
although the number of errands has decreased.
Drive alone in your car
Carpool or ride with others
Use public transportation or transit
Mean values Q Thinking about these
errands, about how many times did you to do
those errands?
HEADFIRST MARKET RESEARCH
37
Transportation Methods for Errands Used in the
Last Year- AA
No significant changes in behavior.
Combined multiple errands into one trip
Used the internet to shop and gather information
instead of making a trip in your car
Car or van pooled for your errands
Q Thinking back to the last year, have you
ever ?
HEADFIRST MARKET RESEARCH
38
Actions Taken/Considered - African American

• Overall, there has been no significant change in
  behavior regarding the use of alternate forms of
  transportation.
• Directionally there has been less of a tendency
  to pick up a MARTA schedule and combine multiple
  errands into one trip
• African Americans that have unaided advertising
  awareness noted a significant change in
  considering and asking their boss about
  telecommuting

HEADFIRST MARKET RESEARCH
39
Internet Access African Americans
Almost three-quarters of African Americans in the
sample have internet access with the majority
having access both at home and at work.
HEADFIRST MARKET RESEARCH
40
Strategic Implications for African American
Community

• In order to bring about behavioral change
• Increase the penetration of the advertising
  awareness within the African American community
• Target communications to this segment that in
  order to stabilize this portion of the core users
  and bring in those in the swing group
• Optimize current communications to speak to
  combining or minimizing errands as a way for
  individuals to help alleviate congestion
• Offer additional alternatives to help reduce
  traffic congestion and improve air quality
• Focus efforts to target this consumer for
  telecommuting and use of technology in lieu of
  driving a car

HEADFIRST MARKET RESEARCH
41
Recommendations

• Media weight levels are sufficient
• Problem is communicated, but solution needs to be
  stronger
• Creative needs to leverage emotional payoff more
  effectively.
• New creative (television, radio, and print)
  should be comprehensively tested before, during,
  and after production

42
Framework to Reduce Traffic Congestion Improve
Air Quality in Atlanta
Strategic Research for the 2000 Clean Air
Campaign Strategic Summary and Status Report
Sponsored By The Georgia Department of
Transportation and The U.S. Federal Highway
Administration Prepared By Wirthlin Worldwide
for the Southern Coalition for Advanced
Transportation (SCAT) December 2000
W I R T H L I N W O R L D W I D E
43
Profile of Respondents
Employment Status
Work Location
Full-time
Inside the I-285 perimeter
Part-time
Student
Outside the I-285 perimeter
Homemaker
Retired
Not employed
DK/refused
Disabled
Income
Education
0-30K
Less than high school
30-50K
High school graduate
50-70K
Technical/vocational
70-100K
Some college
100K or more
College graduate
Refused
Post-graduate
44
Profile of Respondents
Marital Status
Have Children Living at Home
Married
Yes, under 18
Separated
Yes, college age
Divorced
Single, never been married
Both
Widowed
No
Refused
Race/Ethnicity
Age
Caucasian
18-29
African American
30-39
Native American
40-49
Asian American
50-59
Hispanic American
60-69
Other
70 and older
Refused
Refused
45
Profile of Respondents
Internet Access
Where?(n486)
No
Yes
Internet access has gone up slightly (from 77 to
81) since June.
46
Attitudes About Transportation
Atlantans were asked to what extent they agreed
with the following statements regarding
alternative transportation.
If fewer people drove their cars, people would be
less likely to experience "road rage" and driving
would be safer. If I telecommute, use public
transportation or carpool, it will be less
stressful than driving my own car. I could save
money by using public transportation, carpooling
or telecommuting instead of driving alone in my
car. Using public transportation or carpooling
would give me an opportunity to socialize with
other people. I wish I could reduce traffic
congestion, but I do not know how I can help. If
people used public transportation, carpooling or
telecommuting instead of driving alone in their
cars, they would have more peace of mind. If I
took public transportation, carpooled or
telecommuted instead of driving my own car, I
would have more money to spend on other
things. Using public transportation, carpooling
or telecommuting could actually save me time
compared to driving alone in my car People who
telecommute, use public transportation or carpool
feel a sense of accomplishment I could be more
productive if I used an alternative form of
transportation besides driving alone in my own
car. If I took public transportation, carpooled
or telecommuted instead of driving alone in my
own car, it would give me more control over my
time. People who use public transportation,
carpool or telecommuting enjoy more freedom and
independence in their lives than those who drive
alone in their car
47
Attitudes About Transportation
Attitudes about alternative transportation are
becoming slightly more favorable.
Mean score on a 7-point scale
W3-W1 Difference
Wave 1
Wave 2
Wave 3
If fewer people drove their cars, people would be
less likely to experience "road rage" and driving
would be safer. If I telecommute, use public
transportation or carpool, it will be less
stressful than driving my own car. I could save
money by using public transportation, carpooling
or telecommuting instead of driving alone in my
car. Using public transportation or carpooling
would give me an opportunity to socialize with
other people. I wish I could reduce traffic
congestion, but I do not know how I can help. If
people used public transportation, carpooling or
telecommuting instead of driving alone in their
cars, they would have more peace of mind. If I
took public transportation, carpooled or
telecommuted instead of driving my own car, I
would have more money to spend on other
things. People who telecommute, use public
transportation or carpool feel a sense of
accomplishment Using public transportation,
carpooling or telecommuting could actually save
me time compared to driving alone in my car I
could be more productive if I used an alternative
form of transportation besides driving alone in
my own car. People who use public transportation,
carpool or telecommuting enjoy more freedom and
independence in their lives than those who drive
alone in their car If I took public
transportation, carpooled or telecommuted instead
of driving alone in my own car, it would give me
more control over my time.
5.6 4.7 4.8 4.5 4.74.4 4.5 4.3 3.7 3.5 3.3
3.3
5.8 4.8 4.7 4.7 4.74.6 4.4 4.4 3.8 3.7 3.4
3.5
5.8 4.8 4.8 4.8 4.8 4.7 4.5 4.5 4.0 3.7 3.7
3.5
0.2 0.1 0 0.3 0.10.3 0 0.2 0.30.2
0.4 0.2
48
Transportation Methods for ErrandsPast Year
Unaided Awareness
Trip Chaining
Wave 1
Wave 2
Wave 3
Unaided Ad Awareness
Not Aware
49
Transportation Methods for ErrandsPast Year
Unaided Awareness
Car or Van Pooled
Wave 1
Wave 2
Wave 3
Unaided Ad Awareness
Not Aware
50
Transportation Methods for ErrandsPast Year
Unaided Awareness
Internet
Wave 1
Wave 2
Wave 3
Unaided Ad Awareness
Not Aware
51
Gap by Unaided Ad Awareness Example
W1
W2
W3
W3-W1
Unaided Ad Awareness
Unaided Ad Awareness
Unaided Ad Awareness
Gap (Difference)
Example Behavior
Yes
No
Yes
No
Gap
Yes
No
Gap
Difference
Pick up a schedule for MARTA Taken this
action 15 17 -2 20 13 7 26 12 14 16 Considered
this action 11 7 4 7 5 2 7 8 -1 -5
In general, those who recall on an unaided basis
ads relating to quality of life in Atlanta are
more likely to use alternative transportation.
We are calling this the Gap by Unaided Ad
Awareness. Where this Gap has increased over
time, it is an indication the ads are having a
positive effect on those who remember them.
52
Actions Taken/Considered Unaided Ad Awareness
Gap
Those who remember the ads are more likely to
have taken the following actions picking up a
MARTA schedule, trip-chaining, and using the
Internet rather than driving their car.
Unaided Ad Awareness Gap
W3-W1Difference
Wave 1
Wave 2
Wave 3
Pick up a schedule for MARTA Taken this
action -2 7 14 16 Considered this
action 4 2 -1 -5 Call 1-87-Ridefind Taken this
action 0 0 3 3 Considered this
action 0 1 -1 -1 Ask your boss about
telecommuting Taken this action 6 4 10 4 Con
sidered this action 1 7 6 5 Combine multiple
errands into one trip Taken this
action 9 10 16 7 Considered this
action -2 1 -3 -1 Use technology such as the
internet or computers rather than driving your
car Taken this action 10 15 17 7 Considered
this action 0 4 -4 -4
53
Who is the Core Group?
Core
Avg.
39 Uses P/T to and from work last week
9 24 Did not drive alone to/from work last
week 12 50 Carpooled to work last
year 34 53 Telecommuted last year 31 32 Teleco
mmuted last week 19 92 Employed 80 44 Under
age 35 36 45 Under 40,000 HH
income 28 51 Non-white 28 37 Single 24 55 Wo
rk inside I-285 38
Based off November 2000 survey/ n600
54
Message Tests Among Those Who Recall Ads

• If fewer people drove their cars, people would be
  less likely to experience road rage and would
  be safer.

ANTI SWING CORE W3 5.9 5.8 6.1 W2
5.7 5.9 6.1 W1 5.6 5.6 5.8 Change 0.3
0.2 0.3
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
55
Message Tests Among Those Who Recall Ads

• If I telecommute, use public transportation or
  carpool, it will be less stressful than driving
  my own car.

ANTI SWING CORE W3 4.6 4.9 5.3
W2 4.5 4.7 5.6 W1 4.2 5.0 4.8 Change 0.4 -0.1
0.5
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
56
Message Tests Among Those Who Recall Ads

• I could save money by using public
  transportation, carpooling or telecommuting
  instead of driving alone in my car.

ANTI SWING CORE W3 5.0 4.7 5.4
W2 4.2 4.6 5.2 W1 4.6 4.9 5.0 Change 0.4 -0.3
0.4
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
57
Message Tests Among Those Who Recall Ads

• Using public transportation or carpooling would
  give me an opportunity to socialize with other
  people.

ANTI SWING CORE W3 4.8 4.9 4.8
W2 4.1 4.9 5.1 W1 4.1 4.7 4.3 Change 0.7 0.2
0.5
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
58
Message Tests Among Those Who Recall Ads

• I wish I could reduce traffic congestion, but I
  do not know how I can help.

ANTI SWING CORE W3 4.8 4.8 4.3 W2 4.3 4.8 4.3 W
1 4.5 4.7 4.4 Change 0.3 0.1 -0.1
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
59
Message Tests Among Those Who Recall Ads

• If people used public transportation, carpooling
  or telecommuting instead of driving alone in
  their cars, they would have more peace of mind.

ANTI SWING CORE W3 4.8 4.8 5.1 W2 4.3 4.6 5.2 W
1 4.3 4.8 3.8 Change 0.5 0 1.3
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
60
Message Tests Among Those Who Recall Ads

• If I took public transportation, carpooled or
  telecommuted instead of driving my own car, I
  would have more money to spend on other things.

ANTI SWING CORE W3 4.8 4.4 4.8 W2 3.9 4.6 5.0 W
1 4.3 4.7 4.6 Change 0.5 -0.3 0.2
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
61
Message Tests Among Those Who Recall Ads

• People who telecommute, use public transportation
  or carpool feel a sense of accomplishment.

ANTI SWING CORE W3 4.5 4.7 4.8 W2 4.3 4.5 4.9 W
1 4.1 4.4 4.4 Change 0.4 0.3 0.4
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
62
Message Tests Among Those Who Recall Ads

• Using public transportation, carpooling or
  telecommuting could actually save me time
  compared to driving alone in my car.

ANTI SWING CORE W3 3.7 4.1 4.4 W2 3.0 3.8 3.9 W
1 3.3 4.2 3.7 Change 0.4 -0.1 0.7
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
63
Message Tests Among Those Who Recall Ads

• If I took public transportation, carpooled or
  telecommuted instead of driving alone, it would
  give me more control over my time.

ANTI SWING CORE W3 3.5 3.8 3.8 W2 2.9 3.7 3.0
W1 2.9 3.7 3.0 Change 0.6 0.1 0.8
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
64
Message Tests Among Those Who Recall Ads

• People who use public transportation, carpool or
  telecommute enjoy more freedom and independence
  in their lives than those who drive alone in
  their car.

ANTI SWING CORE W3 3.4 4.1 3.8 W2 2.8 3.6 3.9
W1 2.9 3.5 3.4 Change 0.5 0.6 0.4
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.
65
Message Tests Among Those Who Recall Ads

• I could be more productive if I used an
  alternative form of transportation besides
  driving alone in my own car.

ANTI SWING CORE W3 3.6 3.8 4.1 W2 2.9 3.7 4.5 W
1 2.9 3.9 3.6 Change 0.7 -0.1 0.5
Averages reported on 1 to 7 scale where 1 means
strongly disagree and 7means strongly agree.