Direct Marketing Campaign to 10,000
Older Citizens in Munich: Analysis of Mobility Behaviour and Needs
[Munich, May 2009] The City of Munich is planning a direct marketing
campaign in order to influence the mobility behaviour of older
people towards more sustainable modes. In a first phase of the
project the mobility behaviour and especially the needs of older
people was analysed. Therefore focus-group interviews took place
with 13 older citizens of Munich.
The conclusions drawn from the focus-group
interviews are a very important base for the further project design.
Most interesting was the fact, that older people don't want to be
addressed as 'senior citizens'. Another important finding is that
older people frequently underestimate their mobility problems and
subsequently refuse assistance and help offers. The implication for
the project design is to address the senior citizens in the campaign
neutrally and to offer a wide range of services which are not only
designed for the elderly.
The campaign will address approximately 10.000 households in Munich
and will concentrate on the 60-75 aged, as the potential for a shift
towards more sustainable transport modes is supposed to be quite
hight in this age group.
The next step of the project will be to transmit the results and
findings of the analysis and appraisal phase into an attractive
brochure which compiles useful information about mobility in Munich.
In addition there will be an online survey about the needs of older
internet users with regard to the mobility portal
Tel: (49-89) 233-22442
(City of Munich, Department of Public Order)