This project was funded by the National Institute for Transportation and Communities (NITC) under grant number NITC-RR-873. The authors would like to acknowledge the work of University of Oregon School of Journalism and Communication undergraduate students Cameron Kokes, Lina Rode and Benson Winklebeck for their contribution.
Quality of life, City planning -- Oregon, Local transit -- Oregon
Livability of place is a central theme in developing concepts about transit ridership. In order to develop strategy for a compelling public communication campaign to increase transit ridership, this project frames the connections between livability and transit and offers a set of public campaign examples. A national survey taken of riders provides possible message strategies. With this information, a creative strategy team was tasked with developing a strategy for messaging and developed the Green Rider profile. Recommendations for creative direction and further study are offered.
Morrison, Deborah, Autumn Shafer, Rebecca Lewis and Hannah Lewman. Communicating Livability: Changing Public Behavior Project Brief NITC-RR-873. Portland, OR: Transportation Research and Education Center (TREC), 2018