Marlborough Walking and Cycling Strategy Appendix G: Encouragement (Promotion) While public attitudes towards walking and cycling are generally supportive, many people do not choose to walk or cycle on a regular basis instead of using their cars. Reasons given vary from individual to individual, but fulfilment of the vision and objectives of this strategy will depend on getting many more people to walk and cycle than currently do so, even if only for a small proportion of their trips. Translation of the positive attitude of walking and cycling by many non-walkers and non-cyclists into a change of behaviour so that they undertake some trips on foot or by cycle is the big challenge. The provision of a safe infrastructure for walking and cycling can be complemented by comprehensive social marketing campaigns aimed at encouraging motorists to use other forms of transport for some trips and respect and take care around cyclists and walkers. Walking and cycling are normal, environmentally and socially responsible modes of travel for a wide variety of age groups, income levels and trip purposes. Accordingly, promotional campaigns could identify walkers and cyclists as typical Marlborough citizens who enjoy walking and cycling and Marlborough as an ideal environment for walking and cycling. Workplace and school travel plans are useful tools to encourage walking and cycling as a mode of transport to schools and workplaces. Working with schools and students is an important aspect of identifying the key factors that are needed to encourage school students to walk or cycle to school. Schools could be surveyed to assess whether their policies actively support or encourage walking and cycling and, if they don’t, identify the barriers preventing that support and encouragement. Marlborough actively takes part in many of the national programmes to support walking and cycling such as the BikeWise Bike Week and the BikeWise Business Battle, Push Play, Green Prescriptions, SafeKids, and various other road safety campaigns focusing on these promotions. Our challenge is to celebrate what we are already doing and to increase the momentum further throughout our community. xx