Young targeted in effort to steer commuters away from car culture

YOUNG people who have not yet become part of the “car culture” are to be targeted by transport bosses as part of a £40m scheme which aims to reduce congestion and carbon emissions.

A bid for the cash has already been made to the Government’s new Local Sustainable Transport Fund (LSTF) and a detailed proposition on where it should be spent is now in development.

Officers at South Yorkshire Passenger Transport Executive (SYPTE) believe that targeting potential customers at certain “life stages” is likely to be successful at reducing car use.

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It is thought that people are “more open to new ideas” when they are experiencing change in their lives, for example leaving school, changing job or starting a training course.

The £40m scheme will concentrate on 10 geographical areas around South Yorkshire and will see residents targeted by a number of strategies which aim to increase bus, train and tram use.

In a report to be examined by members of the South Yorkshire Integrated Transport Authority this week, officers outline how a “legacy” of increased public transport use can be created.

The report says: “We need to target those who still do not have fixed travel habits. Our bid is designed to facilitate travel to work in the 10 target areas where connectivity is poor.

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“We will increase the attractiveness and awareness of more sustainable modes and target people as they make key life choices, such as moving house, changing job or obtaining employment.”

The 10 areas which have been identified for the investment span the so-called Sheffield City Region, which Westminster wants to see work together to create economic growth.

They include the three main South Yorkshire town centres which officers say have high levels of deprivation, unemployment and poor health.

Sheffield Blackburn Valley and Don Valley areas are also on the list, as is Maltby in Rotherham, the Dearne Valley around Goldthorpe and Grimethorpe, north Doncaster around Woodlands and Skellow and the areas around Conisbrough and Mexborough in Doncaster.

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The report adds: “Unemployment and low skills are slowing down the Sheffield City Region’s growth, through reducing entrepreneurialism and perpetutaing a skills mismatch in the economy.

“There is also evidence that a lack of connectivity for those without a car is a major barrier facing those unemployed in many parts of the city region.

“The high proportion of commuting trips made by car is causing congestion, which leads to reduced productivity, carbon emissions and air pollution.

“A shift to more sustainable commuting patterns will improve the city region’s competitiveness and create new opportunites for businesses, employers and employees.”

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The scheme will not only concentrate on encouraging people to use public transport, but will also spend money on “traffic managment” which will give buses priority over those using their own cars to commute.

People will also be urged to take up “active travel” options, which essentially translates as walking and cycling with grants for the intriduction of bike parking at factories and offices.

A car-sharing database is also proposed, which would allow people to find potential car-share partners, while firms which operate low carbon vehicles would also receive recognition.

According to coalition Government ministers the LSTF will “promote sustainable transport interventions that support economic growth whilst reducing carbon emissions”.

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The Department for Transport said it had received 73 bids from across England in the first round.

Similar bids have also been submitted by West Yorkshire Passenger Transport Executive North Lincolnshire Council and York Council. Successful bidders will be revealed at the end of June.