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SUMMARY:Social Marketing in Practice: lessons from sustainable transport -
  Geoff Gardner\, Independent specialist in transport planning\, developmen
 t and behaviour change
DTSTART:20181115T120000Z
DTEND:20181115T130000Z
UID:TALK113173@talks.cam.ac.uk
CONTACT:22612
DESCRIPTION:How do you tell a 17 year old boy to be less youthful behind t
 he wheel? How can you persuade a parent that half a mile is not too far fo
 r an 11 year old to walk? These are the kind of wicked problems faced by u
 rban planners. In the absence of easily accessible knowledge the path foll
 owed is likely to be the familiar one: show gruesome road accident picture
 s\, or give them information about how walking is healthy.\nGeoff Gardner\
 , an engineer by training\, set about to address these issues. Gaining a (
 late) A-level in psychology. Didn't answer the question why Hull has six t
 ime more cycling than nearby Middlesbrough\, however. Then with an expert 
 Sociology group learnt more about the problem (but less about potential so
 lutions).\nFinally in the Social Marketing field there appeared some light
  that might both illuminate and guide actions. This workshop will use prac
 tical examples to show how an engineer goes about finding practical soluti
 ons based on the best of available theory.
LOCATION:David Attenborough Building\, New Museums Site\, Room 2.49
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