Promotion and Encouragement
- Measures that encourage, incentivise and make it easy for people to try out alternatives to the private car are known as ‘smarter choices’.
- While smarter choices must go hand-in-hand with improving cycling conditions on the highway, they are actually often more cost-effective. In terms of congestion, for example, they yield on average £10 of benefits to every £1 spent.
- Smarter choice measures include: advertising and promotional campaigns, marketing directly to individuals, tax incentives, cycle training, maps, rides, events, and activities for specific groups in society.
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