Potential of Soft Measures for Boosting the Transition Toward Sustainable Urban Mobility. An Applied Case : The European Mobility Week, Horsens

Abstract

ABSTRACT: Horsens has the third fastest growing population in Denmark, and it has started to reflect in the raising traffic levels. Although, Congestion is not the main challenge, but changing the modal split of the city. Currently, trips walking, cycling and by bus -together- account for less than half of the total. This Thesis work comprises an initial exploratory essay of the transportation in Horsens, followed by a short review and analytical research of sound strategies for Sustainable Urban Mobility. It briefly explores the potential of soft-measures and its effectiveness to influence the modal choice of the users. The work also investigates the importance of the role that universities play to promote and lead innovative strategies for clean mobility. As part of this Final Dissertation, a practical application was developed: the planning of The European Mobility Week in Horsens. With this, the strategies here reviewed and the information about the city were put together to generate an awareness campaign in collaboration with multiple stakeholders. The process is here documented as part of the contents of the Master Thesis. The campaign considers simple but relevant solutions that are easy and inexpensive to implement (within the timeline of this Master Thesis work). and that contemplate community participation for the strategic planning process, therefore, aiming to contribute to the achievement of the clean mobility goals of the city.