Take the Right Route
Take the Right Route was the campaign created by Falkirk Council to achieve a shift in attitude that encouraged people in the communities of Larbert and Stenhousemuir to reduce their car use in favour of more sustainable modes of travel.
The Scottish Government invested £900,000 between 2009 and 2012, contributing to the overall budget of £1.3 million. As with the rest of SCSP, Take the Right Route involved a combination of infrastructure changes and behaviour change measures.
The area of Larbert and Stenhousemuir was identified as an area for the SCSP pilot scheme, as 76% of residents travelled to work by car. High levels of car ownership and health issues related to obesity and sedentary lifestyles further made a strong case for progressing the scheme here.
The area was also subject to new developments in the form of the new Forth Valley Hospital, a new school development and the regeneration of the town centre.
Falkirk Council’s overall aim was to encourage people to ‘Take the Right Route’ by choosing more sustainable travel options such as walking, cycling and public transport in order to:
- reduce car dependency
- increase physical activity
- reduce emissions
- descrease congestion
- promote Larbert and Stenhousemuir as a sustainable place to live
What we delivered?
Take the Right Route encouraged a modal shift in transport through a series of projects based on marketing the benefits of active and sustainable travel. We also put in place physical improvements in the form of paths, signage and cycle infrastructure.
- high profile marketing campaign using the Take the Right Route brand
- Personal Travel Planning through door-to-door visits to all 8,309 households and 25 local travel clinics at public events, delivering 27,000 pieces of sustainable travel information
- welcome packs for new residents containing Personal Travel Planning materials to allow residents new to the area to travel actively
- developing a walking and cycling network by putting in place cycling and walking infrastructure improvements
- a network of signs to key destinations were put in place to encourage people to walk and cycle
- new cycle storage was installed at key locations to provide secure trip-end facilities to encourage people to cycle
Take the Right Route was delivered successfully with impressive results in behavioural and attitudinal changes. Independent research demonstrated:
- mode share for walking increased by 21.4%
- positive views increased towards local walking facilities and perceptions of safety and security
- the perception of travelling by bus improved with people viewing accessibility, frequency, information and feelings of security positively
- attitudes toward cycling improved in the area particularly around facilities for cycling such as improved cycle paths and parking
- local awareness of the ‘Take the Right Route’ programme was good with 65% of respondents saying they were aware of the programme as ‘getting people more active’ and ‘getting people to use cars less’ and 71% of respondents recognising the ‘Take the Right Route’ logo
The Take the Right Route programme has created positive impacts in the local area through better access to local facilities, community development, support for the local economy, reduced emissions, regeneration and road safety.
The programme has now been expanded throughout the Falkirk area and interventions continue to be delivered in the form of school and business travel planning, infrastructure improvements to cycling and walking facilities and wide scale marketing, including the use of Cycling Scotland’s ‘Give Me Cycle Space’ campaign in the Grangemouth area.
Read the evaluation report