- AENEAS Measure #1
Individualized marketing of sustainable transport
modes for older citizens
|Click on images to enlarge
|I want to stay
mobile. But how?
from the mobility guidebook for older citizens in Munich,
pointing the way to numerous sustainable transport options.
information material and registering for training courses
Munich offers a wide range of attractive destinations and events.
Whoever wants to make use of all these opportunities is on the way a
lot. However the journey is the reward and there are many different
options to be mobile in a safe and comfortable way. Starting with
one of the best public transport systems of the world, hundreds of
kilometres of cycling paths and also good walking conditions it is
easy to get around without a private car.
This is not only good for the environment but also for the personal
health. Especially older people should do some physical exercise –
even if it is only the stroll to the bus stop. In addition ageing
goes hand in hand with a reduction of certain abilities, like
hearing for example. The impact on the daily mobility is obvious.
However people tend to stick to their habits and routines, partly
due to ignorance of alternative options. This might result in the
use of the car though other transport modes could be more
comfortable, safer, cheaper, healthier or faster or in the
deprivation of cycling although new bikes which are more appropriate
for older people (e.g. tricycles) are available for a couple of
Mobility guidance for sustainable transport options among older
In January 2010 the Mayor of Munich has sent a Mobility Guidebook to
10.000 households in the age range from 60 to 75. The Guidebook
contains a comprehensive overview of sustainable mobility options in
the city of Munich, as well as arguments for a smarter use of the
private car. For each of the mobility options targeted information
for older users is provided, including ticketing, training courses
and information services as well as useful telephone numbers and
By sending in a reply card the recipients can order further free
information material, including maps and information about special
tickets. The reply card also provides the possibility to express
interest in one of the presented training courses. In this case, the
older citizens receive a personal telephone call to provide more
detailed information and register for the course. More than 20% of
the households expressed interest and ordered more information
material or registered for one of the courses.
The idea behind the project is to act as a broker or a middleman
between the different service providers on the one hand – who often
have difficulties to reach the target group – and the demand side on
the other hand. All the information from dozens of partners is
bundled and presented to the target group in a clear and well
Most reactions on the brochure were positive: people stated for
example that although they live already for many, many years in
Munich, the brochure inspired them and gave them new ideas. Another
interesting phenomena was the so-called snow-ball effect. After the
mailing we got many Emails from people, who were not in the pilot
project sample and who saw it at a friends' place, asking us then
for such a brochure.
Many people were interested in the different training courses, for
example on road safety, described in the Guidebook – far more than
expected. All these training courses existed already before the
project, however the experience showed that people were not aware
Crucial for the success of the project is certainly to have good
sustainable transport conditions in the city and to integrate many
partners offering trainings etc.