Summary of a case study published in 2019
Walking as a means of transport has multiple health benefits compared to vehicle transit. In 2013 and 2014, the city of Vienna asked residents for their “walkable street” wish-list and information on barriers to walking more within the city. Responses included reduced car traffic, more green space, reduced motorized vehicle speed, places to sit and rest, well-lit routes and access to public toilets. In 214 the Vienna Mobility Agency published a Strategy Paper on Pedestrian Traffic, which highlighted infrastructure initiatives that could be used to create more walkable streets in the city.
In a bid to encourage more walking, the city authorities christened 2015 “the Year of Walking” and ran a number of initiatives throughout the city. A large campaign was organized to foster interest in walking, increase awareness of its health benefits and spark behaviour change. A pedestrian route map was created and over 80,000 free copies distributed. A “Vienna on foot” mobile app was also developed that included a route-planning tool allowing selection of fast, green and sightseeing routes. An activity-based reward scheme was incorporated into the app to motivate Viennese people walk. It includes a pedometer that allows people to compete with others and exchange steps for vouchers valid at retailers and museums. A treasure game was also integrated into the app – 1,000 digital diamonds were hidden across the city and could be collected by walking to them. A prize was awarded to the first to collect all 1,000 diamonds, with raffle entries for those who collected 500.
Motivational posters were posted and photographs of citizens walking were used with the slogan “Come on, let’s go” to invite readers and app users to participate. Much-enjoyed highlights of the “Year of Walking” included urban mobility events such as a Streetlife Festival, which closed streets to vehicular traffic to help celebrate sports, art and sustainable mobility. At the three-day Urban Village event, the biggest-ever map of Vienna was placed outside the City Hall, and visitors were invited to annotate it with their favourite walking routes.
In addition to all these elements, Vienna also responded directly to some of the insights from its 2013 and 2014 surveys. Navigation was flagged as an important facilitator of walking. Efficient routes were publicized and information pillars installed with historical information and details of shortcuts, together with the locations of facilities such as public toilets. Equal access was a high priority and there was a push to create a barrier-free city, including guidance features to assist those who might need them. Attractive resting places were also added since places to sit and rest had been identified as an important feature in the 2013 survey.
Throughout its work, the city maintained an emphasis on monitoring and evaluation. Indicators included behavioural elements such as the percentage of journeys taken on foot, distance of walking, average duration of walking and percentage of people taking walk-only trips. They also included infrastructure-specific indicators like pedestrian zone areas. These data allowed it to demonstrate the outcomes of the campaigns and programs.
Overall, the “Year of Walking” was regarded a great success and attracted attention across the globe. In Vienna 66% of citizens thought it was great idea, indicating its popularity with residents.