National Social Marketing Centre

Choose How You Move

Last updated: 16 May 2011

Key facts

Target audience
April 2004 to March 2009
Worcestershire County Council
£4.4 million (over 5 years)

Contact details

Worcestershire County Council
01905 765 765


Choose How You Move was a council-run initiative to encourage the widespread take-up of sustainable transport options, with the aim of reducing congestion and car dependency, alongside the added benefits of improved health and fitness.

Worcester was selected as part of the Government’s Sustainable Travel Demonstration Town Programme, alongside Darlington and Peterborough, to pilot the use of ‘smarter choices’ measures in reducing car use. The programme offered improved public transport infrastructure, cycle routes and pedestrian access, plus a variety of incentives and personalised travel advice.


There were notable changes in travel mode choice across Worcester between 2004 and 2008. Based on surveys with representative samples of more than 4,000 people before and after Choose How You Move, there was a relative:

  • Reduction of 7 per cent in car-as-driver trips per person per year
  • Reduction of 4 per cent in car-as-passenger trips
  • Increase of 11 per cent in walking trips
  • Increase of 19 per cent in bicycle trips
  • Increase of 20 per cent in bus trips
  • Estimated saving of around 3,900 tonnes of CO² per year from personal car use

Sign up for our newsletter

Latest News & Events

30 March 2016

The NSMC Level 4 Social Marketing Award Course

We are currently planning the date of our next Level 4 Social Marketing Award. Keep on eye on our website for details of this course, or alternatively contact us directly and we will then let you know when the date has been organised.

The course is the only introduction to social marketing course accredited by the Chartered Institute of Marketing (CIM) and has been created from The NSMC's nine years' experience of delivering social marketing training courses with input from the accreditation unit at the CIM.

Read more

12 April 2015

NSMC is commissioned by SNV Netherlands to evaluate a water and sanitation programme in Cambodia

The NSMC has just won a major contract with the Netherlands Development Organisation SNV to evaluate one of their major water and sanitation programmes in southern Cambodia.  The WASH programme is aiming to reduce the incidence of infectious diseases through a combination of institutional capacity building and behaviour change interventions.  The evaluation project will begin in late April and will be conducting both qualitative and quantitative research in the southern part of the country to evaluate the impact of the WASH programme on rural communities.

Read more

23 February 2015

NSMC wins new project in Kent to develop a social marketing plan to reduce the number of expectant mothers who smoke

The NSMC has just been awarded a new project helping Kent County Council to develop a social marketing plan to reduce smoking rates in pregnant women.  We will be working over the next months to co-develop a behaviour change intervention that resonates with our target audience and helps them to quit smoking for good.  We will keep you informed of how this exciting project is developing throughout March and April. 

Read more

18 March 2014

Guest blog - Best practice for research programmes by Rachel Cope of MRUK

With a trend towards social marketing increasingly being used to inform policy and development of strategy, the need for actionable research has never been more important.  Here, I outline best practice to ensure that your research programmes can be put into action.

Read more

21 February 2014

The Chartered Institute of Marketing New Social Marketing Award


What do young people crossing railways safely, stopping smoking for October, voting for a country to join FIFA, not using accident and emergency services and enrolling more students on a course have in common?


Read more

View the case study archive