What are Smarter Choices?

In July 2005, the Department for Transport published, 'Smarter Choices – Changing the way we travel', a report which investigated what we now call 'soft' transport policy measures, or initiatives, to reduce traffic. These soft measures seek to provide better information and opportunities to help people choose to reduce their use of unsustainable modes of transport, while also enhancing the attractiveness of alternatives.

See the report here

'Smarter Choices' are therefore techniques to encourage people to make more informed decisions about how they travel and to make sustainable modes the more attractive choice.

Smarter Choices include:

• Workplace and school Travel Plans;
• Personalised travel planning, travel awareness campaigns, and public transport information and marketing;
• Car clubs and car sharing schemes;
• Teleworking, teleconferencing and home shopping.