WRI Stories Feed: EMBARQ: The WRI Center for Sustainable Transport

MEDIA ALERT: Launch of New Report on Auto-Rickshaws in India

Lauren Zelin — Thu, 09 Feb 2012 15:05:08 -0500

Sustainable Urban Transport in India: Role of the Auto-Rickshaw Sector

Background

Across India, auto-rickshaws make more than 229 million passenger trips per day. That number is expected to more than double to 482 million by 2031. The range runs from 15,000 to 30,000 vehicles in medium-sized cities (population between 1 and 4 million) to more than 50,000 in large cities (population greater than 4 million).

Now, the World Resources Institute and EMBARQ are releasing the most comprehensive report ever on auto-rickshaws, which are such an important part of urban transport in Indian cities.

The report, “Sustainable Urban Transport in India: Role of the Auto-rickshaw Sector,” by Akshay Mani, Madhav Pai and Rishi Aggarwal, examines the role auto-rickshaws play in promoting public transport usage and reducing private motor vehicle trips in cities. The report also provides a policy vision for the auto-rickshaw sector that improves sustainable urban transport in India.

The publication highlights the need for regulatory reforms to promote dispatch services and vehicle-related reforms to address emissions and road safety. Adopting these reforms is key to ensuring that auto-rickshaws contribute to a more efficient, clean and safe transport system.

Statement by Akshay Mani, Project Manager – Urban Transport, EMBARQ India

“Given the current urban transport trends and challenges, such as rising emissions and road fatalities, there is a critical need to promote more sustainable transport options in India. Implementing the recommended reforms – such as the promotion of fleet-based dispatch services and vehicle improvements – will be key to ensure that auto-rickshaws can serve as an effective alternative to private motor vehicles. These reforms are essential to mitigate the environmental and road safety challenges that currently exist in this sector.”

Key Facts

Market size of auto-rickshaws varies from around 15,000 to 30,000 vehicles in Tier II cities (population between 1 and 4 million) to more than 50,000 in Tier I cities (population greater than 4 million). Mumbai has the largest market with around 150,000 auto-rickshaws.
Auto-rickshaws serve between 10-20 percent of daily motorized road transport trips for people in Bangalore, Mumbai, Pune and Rajkot.
Production of auto-rickshaws in India has doubled between 2003 and 2010.
High concentration of particulate matter less than 10 microns (PM10) in Indian cities is a key public health issue. Auto-rickshaws running on two-stroke engines are a major contributor to PM10 emissions.
Contrary to popular belief, auto-rickshaws are the second safest motorized mode of travel (after buses) for pedestrians, in terms of contribution to fatalities, in both Mumbai and Bangalore.
However, safety of auto-rickshaw occupants is a key issue of concern, due to mixed-flow traffic conditions in Indian cities as well as current vehicle design aspects, which needs to be addressed urgently.
Meanwhile, the population of Indian cities will grow from an estimated 340 million in 2008 to 590 million by 2030.

Resources

The publication is available online at: http://www.embarq.org/en/sustainable-urban-transport-india-role-auto-rickshaw-sector

Read blog posts by Akshay Mani at: http://thecityfix.com/blog/author/akshay142

Watch and link to videos at: www.embarq.org/multimedia

Mumbai Rickshaws: http://www.embarq.org/en/video/cities-focus-mumbai-rickshaws
Vikram: http://www.embarq.org/en/video/snapshot-vikram
Vatsala: http://www.embarq.org/en/video/snapshot-vatsala

The report will be launched Friday, February 10, at Rickshaw Rising – An Auto-rickshaw Entrepreneurship Summit, in Mumbai, India: http://www.embarq.org/en/events/12/02/rickshaw-rising

For more information about the launch or to set up interviews, contact:
Erica Schlaikjer, EMBARQ, Media Relations Coordinator, (202) 729-7722, eschlaikjer@wri.org; or
Lauren Zelin, WRI, Senior Press Officer, (202) 729-7736; lzelin@wri.org

ADVISORY: Transforming Transportation Event: Scaling Up Sustainable Transport Solutions Worldwide

Lauren Zelin — Fri, 20 Jan 2012 15:36:04 -0500

The 9th annual Transforming Transportation conference will focus on big ideas to scale up sustainable transport in cities worldwide. Over two days, more than 300 global experts will reflect on past successes and ongoing challenges in sustainable transport and urban development, while exploring ways to scale up through innovation. Special attention will be given to financing from private sources, national government programs and international development agencies.

This year’s conference is organized by EMBARQ – the World Resources Institute Center for Sustainable Transport, the World Bank, Inter-American Development Bank, Asian Development Bank, Institute for Transportation Development and Policy, Clean Air Initiative for Asian Cities, and the Partnership for Sustainable Low Carbon Transport.

View the full agenda online: http://www.transformingtransportation.org

KEY MEDIA OPPORTUNITIES

Thursday, January 26, 9:30–10:30 a.m.
Keynote address by Jaime Lerner, former Mayor of Curitiba and former Governor of Parana State, Brazil, on the “Future of the City: Challenges of Scaling Up Good Practices in Urban Transport.”

Thursday, January 26, 10:30-11:00 a.m.
Media availability immediately following the keynote address with Jaime Lerner; Holger Dalkmann, Director, EMBARQ; and Jose Luis Irigoyen, Sector Director of Transport, Water and ICT, World Bank.

Friday, January 27, 9:00-10:30 a.m.
Keynote address by Chris West, Director, Shell Foundation, on “Innovations in Scaling: What Lessons are Available for the Transport Sector?”

Followed by a panel discussion with Ashwin Mahesh, CEO, Mapunity; Kelly Larson, Program Manager, Bloomberg Philanthropies; and Alex Perera, Co-director, Business Engagement in Climate and Technology, World Resources Institute; moderated by Sommer Mathis, Editor, The Atlantic CITIES.

WHERE
The World Bank
Preston Auditorium
1818 H Street NW
Washington, D.C. 20433

Registration required: https://community.wri.org/NetCommunity/tt2012

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For more information or to set up interviews contact:
Lauren Zelin, WRI, Senior Media Officer, (202) 729-7736, lzelin@wri.org
Erica Schlaikjer, EMBARQ, Media Relations Coordinator, (202) 729-7722, eschlaikjer@wri.org

PRESS RELEASE: EMBARQ-FedEx Collaboration Aims to Improve Public Transport in Developing Countries

Lauren Zelin — Mon, 19 Dec 2011 15:22:53 -0500

A new collaboration to optimize city bus operations in Mexico, Brazil and India was announced today by FedEx Corp. and EMBARQ, the World Resources Institute’s center for sustainable transport.

“Thanks to the generous financial and in-kind support from FedEx, some of the world’s largest cities will be able to improve their public transit systems, which are critical in this time of rapid urbanization,” EMBARQ Director Holger Dalkmann said. “Especially in developing cities, the key to scaling up sustainable transportation is being able to adapt to growth, and leveraging relationships between the private, public and nonprofit sectors to find new solutions.”

FedEx will provide $1.4 million over two years to EMBARQ to provide technical expertise on sustainable transportation projects that improve quality of life in cities. This grant is a continuation of FedEx’s successful collaboration with EMBARQ’s Center for Sustainable Transport in Mexico (CTS-EMBARQ México), which began in February 2010 with a $500,000 grant to help Mexico City’s Metrobus optimize its vehicle operations.

“We’re excited to scale-up our work with EMBARQ so that we can have an impact not just in Mexico, but also in Brazil and India, two of the world’s fastest growing economies,” said Mitch Jackson, vice president of FedEx Environmental Affairs & Sustainability. “We have a lot of expertise to share. FedEx moves packages and EMBARQ helps cities move people. As a company, FedEx sees the benefits that come from better route design and more efficient, cleaner fuels and vehicles. Now imagine if bus operators and passengers could also enjoy those same benefits? You would have faster commutes, safer streets, and cleaner air. That’s what this collaboration is all about.”

Through workshops, field visits and direct consultation, EMBARQ transport planners and FedEx global experts will team up to provide support to developing cities in fuel and vehicle technologies, vehicle asset management, and real-time user information systems. In addition, to prevent injuries and deaths from traffic collisions, the project in Mexico will work to train hundreds of bus drivers on key safety principles.

“Safety is a top priority for us, considering we have hundreds of vehicles on the streets of Mexico and tens of thousands of vehicles across the globe,” FedEx Express Vice President of Global Vehicles Dennis Beal said. “It’s important that all users of the road are protected.”

In India, EMBARQ and FedEx will increase the technical capacity of city transport agencies to organize their bus systems, advising on areas like vehicle maintenance, procurement and technology, as well as data collection and management.

“FedEx’s guidance will go a long way in helping Indian officials—from bus operators to bureaucrats—realize the significance that bus-based systems can play in alleviating mobility problems, including congestion, air pollution and unsafe roads,” EMBARQ India Director Madhav Pai said.

In Brazil, urban and transport planners are working hard to upgrade urban infrastructure to manage the millions of visitors expected in Brazil for the 2014 FIFA World Cup and 2016 Summer Olympics.

FedEx will work with EMBARQ’s Research and Practice team to create a decision support system for helping Brazilian cities choose the best fuel and vehicle technologies for new transit systems based on cost-effectiveness and environmental benefits.

Finally, EMBARQ and FedEx have also launched the EMBARQ-FedEx Fellowship, a two-year program to equip promising staff in EMBARQ’s Mexico, Brazil and India offices with the tools and knowledge to make an impact within their respective cities. The fellows recently completed a 10-day training at FedEx’s corporate headquarters in Memphis, Tenn., where they received leadership and technical training from senior FedEx staff. The Fellows will go back to their home country and apply their knowledge to improve EMBARQ’s FedEx-funded activities, which may include trainings, research and on-the-ground sustainable transport projects.

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The World Resources Institute is a global environmental think tank that goes beyond research to put ideas into action. We work with governments, companies, and civil society to build solutions to urgent environmental challenges. WRI’s transformative ideas protect the earth and promote development because sustainability is essential to meeting human needs and fulfilling human aspirations in the future. www.wri.org

EMBARQ catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities. www.embarq.org

FedEx Corp. (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $41 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 290,000 team members to remain “absolutely, positively” focused on safety, the highest ethical and professional standards and the needs of their customers and communities. For more information, visit news.fedex.com.

Q&A with Holger Dalkmann: Creating a Vision for Sustainable Cities

Holger Dalkmann — Wed, 17 Aug 2011 10:51:58 -0400

This interview was conducted by Itir Sonuparlak and originally appeared on TheCityFix.

Last…

RELEASE: Holger Dalkmann Takes the Wheel of WRI’s Sustainable Transport Program

Michael Oko — Mon, 18 Jul 2011 11:02:49 -0400

Dalkmann will oversee the EMBARQ program’s global network of offices in five countries.

The World Resources Institute (WRI) today welcomes Holger Dalkmann as the new director for its EMBARQ program, which catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities. Dalkmann will provide strategic leadership and management for EMBARQ’s global staff and partners, as well as direction for its fundraising and communication activities.

“Holger is widely recognized as both a thought leader and entrepreneur with a proven track record of success in the private, public and non-profit sectors,” said Manish Bapna, WRI’s interim president. “He has the skills and vision to build on EMBARQ’s accomplishments and develop lasting solutions to today’s transportation challenges.”

Dalkmann brings a strong background in business development, research, and policy in the transport and environment sectors. Dalkmann was formerly program director at the Transport Research Laboratory, a world-renowned research and consultancy company based in the United Kingdom, where he led key national and international projects in the field of climate change and sustainable transport. He has also worked as a policy adviser for governments in Asia and Europe, and consulted for international organizations like the Asian Development Bank, World Bank, United Nations Environment Program, European Environment Agency and GIZ.

“I have a deep, personal commitment to WRI’s mission and values having spent my entire career dedicated to sustainable development, transport, and climate change,” Dalkmann said. “I am excited and humbled to leverage my experiences to promote EMBARQ’s vision, strengthen the links between its international staff and partners, and continue to find global transport solutions.”

Dalkmann helped establish the Bridging the Gap Initiative, which encourages international recognition of transport’s role in addressing climate change. He was also one of the co-founders of the Partnership on Sustainable Low Carbon Transport, where he fostered a strong global network of partners and provided key technical input on best practices and policies of sustainable transport.

Dalkmann also introduced a global audience to the “Avoid-Shift-Improve” paradigm of sustainable transport—a framework that EMBARQ, and governments, multi-lateral banks, and international associations have adopted to avoid unnecessary car use; shift to more efficient transport modes, like mass transit, cycling and walking; and improve existing technologies.

Clayton Lane, who served as EMBARQ’s Acting Director since early 2010, will continue on as EMBARQ’s Chief Operating Officer.

“Clayton provided outstanding leadership and dedication during this time, as EMBARQ has grown and moved in exciting new directions under his watchful eye,” said Bapna. “We’re excited to push forward with EMBARQ’s innovative approach to sustainable transportation under Holger’s leadership.”

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The World Resources Institute (www.wri.org) is an environmental think tank that goes beyond research to find practical ways to protect the earth and improve people’s lives.

EMBARQ – The WRI Center for Sustainable Transport (www.embarq.org) catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities.

PRESS RELEASE: New Report Presents Transportation Strategies to Reduce U.S. Oil Consumption and Greenhouse Gas Emissions

Michael Oko — Tue, 05 Jul 2011 11:40:46 -0400

A new report, “The Role of Driving in Reducing GHG Emissions and Oil Consumption: Recommendations for Federal Transportation Policy,” explores future U.S. transportation scenarios to evaluate how the U.S. can reduce oil consumption and cut greenhouse gas (GHG) emissions through improvements in transportation technology and reductions in the amount Americans drive.

The report, released by EMBARQ – the World Resources Institute’s Center for Sustainable Transport – analyzes driving reductions necessary to meet target levels for GHG emissions and oil consumption suggested in recent legislation.

“Our analysis illustrates that with decisive action, it is possible for the U.S. to significantly reduce GHG emissions and oil consumption from transportation,” said lead author Allison Bishins. “The analysis suggests that achieving these goals will likely require both significantly improved vehicle and fuel technologies, as well as a reduction in the number of miles Americans drive. It is clear that neither technology improvements nor driving reductions are likely to be sufficient on their own, which should inform the upcoming discussion of U.S. federal transportation priorities.”

The report also reviews literature on GHG emissions and oil use impacts in existing federal transportation programs and strategies, including public transit, transportation demand management, telecommuting, carpooling, passenger rail, intercity bus travel, and many others.

The report is available here: http://www.wri.org/publication/role-of-driving-in-reducing-g...

The Time for Sustainable Transport in Brazilian Cities Is Now

Toni Lindau — Thu, 16 Jun 2011 15:12:37 -0400

This piece is cross-posted from TheCityFix and originally appeared on TheCityFix Brasil. Read this post in Portuguese here.

Leaders from the world’s biggest cities convened in Sao Paulo earlier this month to find solutions to climate change during the fourth C40 São Paulo Summit.

This is a critical time for mega-cities all over the world, not just for those in Brazil. All cities face the same burden of rapid motorization and population growth, which leads to many other problems, such as global warming, air pollution, congestion, and inaccessibility to jobs. For the first time in history, cities are home to more than half of the world’s population, and account for more than 70 percent of the world’s greenhouse gas emissions. These two trends create an unprecedented opportunity for policies that favor sustainable transport and urban development.

In Brazil, specifically, there are several major factors shaping this opportunity. For one, Brazil’s high rates of economic growth and consumption require greater investments in energy, sanitation, housing, and, of course, transportation.

Brazil will soon be the center of the two most-watched events of the decade: the 2014 FIFA World Cup and the 2016 Olympic Games. In 2009, the Federal Government launched the Plan for Accelerating the Growth (PAC), providing $6.6 billion for urban mobility in host cities for the World Cup and Olympics, followed by a second round of $12 billion. Urban and transport planners are working hard to upgrade urban infrastructure to manage the millions of visitors expected in Brazil. Thankfully, Brazil is already much less car-dependent than other countries, with urban mass transit making up to 60 percent of all motorized trips in urban areas, with the great majority on buses.

Over the next few years, many trips on public transport will be made using state-of-the-art bus rapid transit (BRT), which was pioneered by Curitiba in the 1970s and now serves as an example of high quality, low-carbon transport for cities around the world. Some of the BRT corridors planned, like those in Rio de Janeiro and Belo Horizonte, will handle peak flows above 30,000 passengers per hour. BRT goes beyond improving mobility; it also reduces air pollution, greenhouse gas emissions, noise and traffic crashes—at 10 percent of the cost of rail.

Because of these benefits, the 12 host cities of the World Cup plan to build 500 kilometers of new BRT corridors, nearly doubling the current number of kilometers of BRT in the entire continent. In addition to investing in BRT, Brazilian cities are investing in new roads, bicycle paths, flyovers, metro, suburban and light rail systems, to create truly integrated transportation options. Some of these developments will serve people living in neighborhoods that currently have limited access to public transit, improving the current situation that is both inequitable and unsustainable.

EMBARQ Brasil, a nonprofit created in 2005 (and the producer of TheCityFix Brasil), is helping to develop integrated low-carbon transport systems in several Brazilian cities, including Porto Alegre, Curitiba, Belo Horizonte and Rio de Janeiro. Our field experience reveals that cities should not act alone; they must rely on regional cooperation to be successful. That’s why EMBARQ helped establish the Latin American Association for Integrated Transport Systems and Bus Rapid Transit (SIBRT), a membership organization designed to share best practices from the most important transportation agencies from Latin America.

After all, sustainable transport can also help solve another global epidemic: death on dangerous roads. Nearly 1.3 million people around the world die in road crashes every year, and this figure will likely double by 2030. Road traffic injuries are the number one cause of death among people aged 10-24 years. Pedestrians, cyclists and motorcyclists are especially vulnerable. In Brazil, 23 people die on motorcycles every day, accounting for nearly one-third of all road deaths in the country. This is unacceptable—and preventable through better road design and transit options.

Towards this end, EMBARQ is proud to be a member of the Global Road Safety Program, from Bloomberg Philanthropies, established by New York City Mayor Michael Bloomberg, who is also the chair of the C40 Cities Climate Leadership Group.

With all eyes on Brazil, we must seize this opportunity to take the lead on sustainable transport. These improvements in our urban environment will not only accommodate the millions of visitors who come here temporarily, but they will also provide for the millions more residents who will reap the long-term benefits of sustainable transport: reduced greenhouse gas emissions, cleaner air, safer streets, and greater social and economic inclusion.

C40 Shows How Cities Can Lead on Climate Change Solutions

Manish Bapna — Mon, 13 Jun 2011 09:09:53 -0400

When it comes to changing the way we use energy, cities are at the center of the action.

On June 2nd, I had the pleasure of speaking at the C40 Summit in São Paulo, Brazil. The C40 Cities Climate Leadership Group consists of iconic cities from around the world committed to addressing climate change. Chaired by New York City Mayor Michael Bloomberg, the group has recently joined forces with the Clinton Climate Initiative’s Cities Program. Together, this partnership can have meaningful role in the fight against climate change.

Cities are already responsible for more than 80% of the world’s greenhouse gas emissions. By 2030, the world will have almost 5 billion city residents – about 60 percent of the world’s population. These cities will need to learn quickly how to build housing and transportation systems, ensure food and energy supplies and deal with waste – all while cutting back greenhouse gas emissions.

Cities are part of the problem, but they are also part of the solution. They are centers of innovation and incubators for new technologies. This was apparent at the C40, where representatives from cities as diverse as Lagos, Jakarta, and New York were sharing stories of what works and what doesn’t.

My job at the C40 was to participate in a roundtable discussion on some of the ways cities can address their energy consumption. This is a real challenge as energy accounts for almost 65% of global greenhouse gas emissions. We can’t successfully tackle climate change without redefining how we produce and consume energy.

Fortunately, there are opportunities in this space. A recent IPCC report estimates renewable energy could provide 80% of the world’s energy by 2050. Today, it represents only 13% of energy supply¹. We have to do more, quickly, to both scale up renewable energy and improve energy efficiency. This is where cities can step in and show the way. Here are some examples of how they might lead:

Measuring Greenhouse Gas Emissions

From his Chairman’s seat at the conference, Mayor Bloomberg tweeted “If we can measure it, we can manage it.”

This is absolutely true. Cities must know what their greenhouse gas emissions are before they can set targets and develop policies to reduce them. Mayor Bloomberg’s tweet was a reference to a key initiative announced at the meeting: the C40’s collaboration with ICLEI – Local Governments for Sustainability to develop a standard for measuring city greenhouse gas emissions.

ICLEI’s new effort is building upon years of accounting experience, including that of the Greenhouse Gas Protocol Corporate Standard, the joint WRI and WBCSD accounting standard that is now the leading tool globally for businesses and governments to measure greenhouse gas emissions. WRI has begun developing a city-level emissions accounting framework tailored for China. WRI’s city framework will measure both direct and indirect emissions. This means that emissions from goods and services produced and consumed by city residents would be included in a city’s emissions assessment.

Our goal is for WRI’s city accounting framework to complement and align seamlessly with ICLEI’s standard, so that cities all around the world are able to accurately measure – and thereby manage – their greenhouse gas emissions.

Bus Rapid Transit

Another exciting possibility for cities lies in Bus Rapid Transit (BRT). BRT systems comprise dedicated bus lanes, large buses with multiple doors to make boarding and exiting faster, and stations where you can buy your ticket before you get on the bus. These systems provide transportation to more people, more efficiently than ordinary bus lines.

Cities are installing these systems because they bring reductions in cost, commuting time, and traffic, among other reasons. But another co-benefit of BRTs is the reduced GHG emissions:

They encourage people to uses buses instead of cars or motorcycles.
They are much more efficient than regular bus lines and therefore use less fuel.
They can even encourage smarter, denser urban planning and thereby reduce the number and length of motorized trips required for urban life.

BRT installation is accelerating at a tremendous pace. Around 120 cities now have BRT systems or bus corridors, and the vast majority of them were constructed in the last 10 years. Quite interestingly, most cities embracing BRTs are in the developing world, where they have proven a less costly alternative to light rail.

Collaborative Solar Purchasing

Cities are prime locations for what is called “distributed on-site solar”, meaning solar power that is generated at small scale (like on individual rooftops) and often used at or near the same site where it is generated. The problem now is that each building owner needs to install his or her own panels, and learning about the different financing options, technologies and permitting processes can be overwhelming.

At WRI we are analyzing the possibilities of collaborative solar purchasing, which allows small homeowners or businesses in the same area to collectively negotiate solar power contracts. Bringing buyers together, educating them about the technology, and clarifying financing options can lower costs by 10-15% and save 75% on administrative time and fees.

There are several initiatives in the United States, supported by the U.S. Department of Energy Solar America Cities program:

In Portland, Oregon residential solar PV installations have tripled since the city began facilitating collaborative purchases.
San Francisco, in collaboration with WRI and others, is designing a new collaborative purchase program for businesses. Negotiations are underway with vendors now, and the first round of projects is likely to result in more than 2 MW of distributed solar installation.

Is this model applicable in other countries? We will soon see. China is currently designing its own Solar China Cities program – similar to the Solar America Cities program mentioned above – that will target 100 cities. And India has announced plans to support 60 solar cities before 2013.

Cities as Climate Leaders

At times here in Washington, optimism about our capacity to solve the climate crisis is in short supply. But our cities give us reason for hope. Though they can’t do it alone, these hubs of innovation are leading the way. By showing that fighting climate change goes hand in hand with creating jobs, increasing security, and improving the quality of life for our growing urban populations, these incubators may help to break down some of the inertia that persists in other political arenas.

Of the 13% share of renewable energy, traditional biomass makes up the majority at 10% while other modern renewable sources (wind, solar, geothermal, low impact hydropower, etc.) represent less than 1%. ↩

From Here to There: A Creative Guide to Making Public Transport the Way to Go

Erica Schlaikjer — Thu, 26 May 2011 15:18:27 -0400

A new guide from EMBARQ helps cities and public transit agencies market public transport.

This post originally appeared on EMBARQ.org

Major automobile companies spend billions of dollars annually to advertise their products to customers. In 2009, General Motors alone spent $3.2 billion on advertising campaigns and overall marketing efforts for their products. Major auto companies collectively spent $21 billion worldwide and it looks like their investments are working. The number of private vehicles in Brazil more than doubled in less than a decade – 1.2 million in 2001 to 2.6 million in 2010. India experienced a 20-fold increase in the number of private motor vehicles in the last decade.

Such overwhelming statistics in favor of private vehicles, backed by billion dollar investments in advertising campaigns, point to the urgency with which public transport must catch-up in this competitive marketplace. Often times, so much energy is focused on the technical and financial aspects of getting public transit projects off the ground that branding and marketing become an afterthought.

In an attempt to give public transport a competitive edge, EMBARQ released a report on marketing and branding public transport today. The reports aims to help guide cities and public transit agencies in making mass transit a competitive and desirable alternative to private vehicles. Titled, “From Here to There: A Creative Guide to Making Public Transport the Way to Go,” (PDF, 6.0 Mb) the report hopes to encourage cities and transit agencies to think critically and creatively about how to make public transport the preferred way to travel.

The purpose of the guide is to help transit agencies develop strong and successful strategies to achieve three important goals:

Attract new users that currently use private transport, such as cars and motorcycles,
Retain existing public transport users who might feel compelled to buy a private vehicle, and,
Secure political and financial support from government officials.

By taking a cue from the private sector, which routinely and successfully influences consumer behavior, the report applies eight branding, marketing and communications tactics to the public transport sector.

Brand and identity
Internal communication
User education
User information systems
Marketing campaigns
Public relations and external communications
User feedback systems
Online engagement

“For some time, it has been clear that cities need to create high-quality public transport systems to improve the urban environment,” the report explains. “However, not until recently has it become clear that cities must also convince the public that these high-quality systems are in fact high-quality.”

The recommendations in the report are by no means prescriptive or exhaustive. The report is merely a starting point for exploring ‘best practices’ in the public transport marketing and branding world. With the launch of “From Here to There,” EMBARQ hopes to start an open dialogue that will enhance public transit and the very quality of our cities.

This report is only the beginning of our efforts in helping public transport become a stronger alternative to private vehicles. We will also launch a series on online engagement for public transport starting in October 2011. Stay tuned!

EMBARQ Joins Launch of "Decade of Action for Road Safety"

Michael Oko — Thu, 12 May 2011 11:08:21 -0400

This week marks the official launch of the Decade of Action for Road Safety, a worldwide effort declared by the United Nations to save 5 million lives over a ten-year period.

Following is a statement by Claudia Adriazola, director of health and road safety for EMBARQ, highlighting the importance of sustainable transport and urban development in making streets safer:

“Traffic crashes are completely preventable. Creating more sustainable transport can really be two hands clapping on road safety. On one hand, you can reduce and prevent more driving—the real root of car crashes. On the other hand, you can improve safety for the most vulnerable and victimized—pedestrians and bicyclists. When this comes together, it can lead to not just safer cities, but also more humane and pleasant places that foster active lifestyles and cleaner air, saving even more lives and dire economic costs.”

Additional background on global road safety:

Nearly 1.3 million people are killed on the world’s roads each year, and 50 million more people are injured, with many of them disabled for life. 90 percent of road deaths occur in developing countries. If nothing is done to make roads safer, traffic crashes could double by 2030, overtaking AIDS, tuberculosis and lung cancer as the world’s fifth leading cause of premature death.

Part of the problem is the explosive growth in the number of vehicles — from cars to motorcycles — exacerbated by high speeds and a lack of regulation. Children and young people are the most at risk: Road traffic injuries are the number one cause of death among people aged 10-24 years. Pedestrians, cyclists and motorcyclists are also especially vulnerable.

The United Nations Road Safety Collaboration and its partners, including EMBARQ, developed the Global Plan for the Decade of Action for Road Safety 2011-2020 to guide activities planned by governments, civil society and the private sector over the next ten years to address the tremendous global burden of traffic-related fatalities and injuries.

One of the key “pillars” of activities outlined in the plan are improving the safety of road infrastructure and broader transport networks. This highlights the critical role that cities can play in making streets safer.

EMBARQ’s role in road safety:

EMBARQ— WRI’s center for sustainable transport— currently works to improve health and road safety in Mexico, Brazil, India, Peru and Turkey. At the project level, EMBARQ completes “road safety audits” in cities like Mexico City and Rio de Janeiro to improve the design of bus rapid transit (BRT) corridors before they are constructed. Problems that need to be addressed could include dangerous left turns, insufficient bicycle signage or poor lighting. EMBARQ recommends preventive measures to improve road safety along these corridors, like improving pedestrian crossings or including physical barriers between BRT lanes and car lanes. EMBARQ also evaluates the public health impact of mass transit and bicycling initiatives, measuring levels of traffic crashes, air pollution and physical activity in select cities, such as Arequipa, Peru.

In November 2009, EMBARQ was awarded a grant from Bloomberg Philanthropies as part of the Bloomberg Global Road Safety Program, to implement programs in 10 low-and middle-income countries that have a high burden of road traffic injuries and fatalities, representing nearly half (48%) of traffic deaths globally. EMBARQ has also formed partnerships with the Pan American Health Organization and the U.N. Road Safety Collaboration.

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The World Resources Institute (www.wri.org) is an environmental think tank that goes beyond research to find practical ways to protect the earth and improve people’s lives.

EMBARQ - The World Resources Institute Center for Sustainable Transport (www.embarq.org) catalyzes environmentally and financially sustainable transport solutions to improve quality of life in cities.