Sweden and Virginia: Messaging and variable tolls can influence mode choice

Two recent studies demonstrate two approaches to reducing driving. A Swedish study looked at what types of messages influence the choice to drive, while a report from Virginia shows that tolls on the I-66 corridor outside Washington have made a difference in both mode choice and when drivers travel.

Building Public Support to Fund Preservation Work (Spitfire Strategies, 2012)

The Iowa Department of Transportation asked SSTI for assistance building public support for a gas tax increase to fund critical repair and maintenance work. SSTI contracted with Spitfire Strategies, a strategic communications firm that works exclusively with nonprofits and foundations, to help Iowa craft effective messaging that would resonate with policymakers and key stakeholders. Based on SSTI and Spitfire’s work in Iowa and recent polling, this paper outlines how transportation professionals can gain support for a “fix-it-first” approach to transportation policy. It highlights messages and tactics that have effectively garnered voter and policymaker support and presents lessons learned from the Iowa Department of Transportation.

How do we get “everyday Americans” to support transportation funding?

Despite the fact that everyone uses some mode of transportation, a recent article in Governing Magazine explored the transportation community’s failure to engage “everyday Americans,” in the need for transportation investments. There is too much at stake – jobs, money, infrastructure – for people to ignore these critical issues. If we want policymakers to make smart transportation decisions, they need to feel pressure from their constituents. The article finds that we aren’t reaching “everyday Americans” because the messages that the transportation community has been using doesn’t resonate with them. How do we fix this communications challenge?