We Love Leith - Final Report

This report aims to provide an overview of the We Love Leith project. This project was delivered by Greener Leith, and aimed to achieve a 15% reduction in the transport related carbon footprint of all households in the Leith Neighbourhood Partnership Area.

Project Activities and Delivery - What we did.

The We Love Leith project operated over a period of 26 months, between February 1st 2009 and March 31st 2011. The project set an ambitious carbon reduction target, based on a 15% reduction in the transport related carbon footprint in the Leith Neighbourhood Partnership area. The project had the following key objectives: Deliver sustainable travel promotional materials to every household in Leith, tailored to each postcode. This will be supported by local businesses and a media launch. Develop a 'future travel' action plan that will coordinate work to tackle the barriers identified by the community involvement phases of the project. Establish an incentive scheme to encourage local residents to shop locally, rather

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

than driving to out of town shopping centres.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Recruit and support at least 20 Active Travel Coaches who will promote sustainable travel choices locally and help to implement and develop the 'future travel' action plan. Deliver a 'text Coaching' service to promote the project and support sustained participation.

At the outset, a further 15 outputs were specified. Progress on these is described in detail below. The project was managed by a Development Manager, who was employed for the duration of the project. The Development Manager was supported by the Greener Leith board and a project steering group. In addition, the Development Manager liaised directly with key project partners, and other neighbourhood groups as required. The project steering group met six times during the lifetime of the project, meeting more frequently during the planning and early delivery phases of the project. The steering group comprised of representatives of the following organisations: SISTECH (evaluation) City of Edinburgh Council x2 The Bike Station The City Car Club Greener Leith board Local councillor SPOKES Steer Davies Gleave (similar local project) Energy Saving Trust

The project was structured so that the campaign was informed by the first, initial period of consultation and awareness raising. The top 10 local destinations that this consultation identified were then used to form the basis of the neighbourhood travel plans - as it was felt that most behaviour change gains could be made by encouraging people to adopt greener travel habits for local journeys. Specific events in the subsequent campaign also set out to address the particular barriers that local people identified as preventing them from choosing low carbon transport modes. For example, we ran a bike trailer making workshop to provide a practical, affordable demonstration of how bike trailers can make it possible to accomplish larger shopping trips by bike, as this was identified as a reason some people did not cycle to the shops. At the outset, the project sought to deliver on 15 key outputs. Delivery against these outputs is described below. Of these, 12 have been met or exceeded. Output 1: 10 action planning and awareness raising meetings held. Indicator: Meeting Records. In the first six months of the project, Greener Leith organised 7 action planning and awareness meetings. However, more

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Complete by: Month 6.

than 450 people attended these meetings or responded to our online survey. This met the project consultation target of 1% of the local population. See stage 1 consultation report at http://tinyurl.com/6ynsscq All households received two mail-outs. The first included personalised travel advice, a travel map, and pledge card. A second mail-out took place in 2010, which included a much more simple pledge card. All the neighbourhood travel plans are online here: http://tinyurl.com/5v4p9nr The travel map is available online here: http://tinyurl.com/627cm56 The impact of the mail-outs are discussed further below.

Output 2: 30,700 Households to receive personalised travel advice Indicator: Production of packs, changes in behaviour, feedback. Complete by: Month 12.

Output 3: Active Travel Coach Pack developed and made available for use by other groups. Indicator: Pack complete and in use. Number of active volunteers. Complete by: Month 6. Evaluate at month 26.

The Active Travel pack was produced and provided to all our trained volunteers. Hard copies were made available to external organisations on request. It has also been made available online here: http://tinyurl.com/6gsvufu

Output 4: 5 000 Bonus Bags distributed throughout Leith to promote project and incentivise sustained local shopping. Indicator: Number of bags distributed & Number of businesses participating in scheme. Complete By: Bags produced by month 6. Evaluate at month 26.

5000 Bonus Bags were distributed successfully throughout the project area. Bags were distributed via local businesses and public events, such as Leith Festival. 35 local, independent businesses have signed up to provide discounts to local shoppers. These are listed here: http:// www.weloveleith.com/directory/ This aspect of the scheme also received support from CEC and TIE, via Leith Walk Development Group. Impact of scheme is discussed below.

Output 5: At least 23,864 worth of volunteer work supported. Indicator: Value of volunteer work supported by project. Complete By: Month 26. Monitor quarterly.

An average of twelve hours per month of volunteer time were given to support the project, although this turned out to be more seasonal than originally anticipated as winter weather affected delivery of cycle and walking events.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

This equates to about 2,405 worth of direct support to the project and is less than originally anticipated in the bid. Output 6: Generic Green Travel Map produced and distributed. Indicator: Number of copies produced and distributed. Complete by: Month 12. 35,000 copies of the travel map were produced. The majority (30,500) of these maps were distributed direct to Leith households via their inclusion in the first direct mail-out. The remainder were distributed via promotional events and local libraries. 37 promotional events were organised in total. The majoirty of these events were free guided cycle rides. An average of 9 people attended each bike ride. In addition, the project ran an active travel zone at Leith Festival, providing green travel advice to an estimated 280 people in one day. Car Free Day on the shore was attended by an estimated 500 people, many of whom received green travel advice. In total, the project engaged directly with more than 1000 people via events. Output 8: 50 recycled bikes distributed to people on low incomes to encourage them to start cycling. Indicator: Numbers of people receiving 'referral bikes' who subsequently go on to use them. Complete by: Month 26. Monitor quarterly. All 50 recycled bike vouchers were distributed. Regrettably, it has not been possible to follow up an all recipients. We know with certainty that four of the recipients have made active, regular use of the bikes. Two, have been inspired to buy a further bike as they have become more committed to cycling, donating their orginal voucher bike back to the Bike Station. One recipient subsequently volunteered to become a cycle leader on the We Love Leith bike rides. It proved more difficult to recruit volunteers willing to commit the necessary time to the scheme than anticipated. 11 volunteers received cycle leader training from The Bike Station in total. Considerably more volunteers were involved in more casual volunteering in related activities. For example, helping at Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Output 7: 24 promotional events held to promote active travel including at least 20 hours of free cycle workshops provided at cycle promotion events. Indicator: Event records. Numbers of people attending events and encouraged to start cycling. Complete by: Month 26. Monitor quarterly.

Output 9: Minimum of 20 volunteers trained and supported as active travel coaches. Indicator: Number of people trained, volunteer hours supported by project. Complete by: Month 26. Monitor Quarterly.

consultation and promotion events and litter picking/green space events along cycle routes. In total we estimate, that 312 volunteer hours were supported by the project in direct active travel coaching activities. Output 10: Website with regular updates, video diaries/blog updates from volunteers and travel maps and volunteer training resources to download. Indicator: Website produced with new content produced monthly. Complete by: Month 26. Monitor Quarterly. Website produced at www.weloveleith.com but regular content distributed via www.greenerleith.org All downloads made available long-term via www.greenerleith.org Updates on local active travel issues provided at least fortnightly throughout the project. The project launched with a Car Free Day on the Shore. A round-up of the event is available online here: http://tinyurl.com/ 6cbl59s The launch was covered in The Evening News, The Leither Magazine, and a number of other local blogs. The project was subsequently featured twice in the council Outlook magazine, which is delivered to all households in the area. The project also garnered at least 13 further mentions in the local media - mainly the Evening News and the Guardian. The project was promoted three times on Leith FM. Output 12: Health professionals make use of Green Travel Maps and other active travel resources to promote active travel to patients. Indicator: Numbers of referrals from health professionals in Leith. Complete by: End of month 26. Monitored Quarterly. Despite promoting the project to local health professionals, the project has received only a handful of direct referrals from local health professionals. Maps and training resources were distributed to local doctors surgeries. The project worked directly with participants on a local Keep Well course run by the local NHS. All participants were provided with maps, and one received a free recycled bike.

Output 11:High profile press launch to campaign, with commitment to seek regular media updates throughout the project. Indicator: Successful press launch completed. Number of articles carried by other local media. Complete by: Launch by month 6, with quarterly monitoring thereafter.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Output 13: Provide and promote Coaching by Text service. Indicator: Numbers of people subscribed to service. Number of service requests. Complete by: Operational by month 2. Monitored Quarterly.

39 people signed-up for the coaching by text service. 3 people requested coaching help from the project.

Output 14: Future Travel Action Plan produced and Match Funding gained in order to support implementation. Indicator: Completed plan. Value of match funding gained to implement plan. Complete by: Plan by month 12. Quarterly reporting thereafter.

380 local people took part in a second phase of consultation. This results of this have been collated it is available for download here: http://tinyurl.com/6cagjgd This has supported, to date, capital investment worth more than 605,000 in committed capital investment in projects that will lead to traffic reduction and promote active travel in the neighbourhood. This is the report. It will publishied on our website on approval.

Output 15: Evaluation report completed, made available to public. Indicator: Report complete Complete by: Month 26

Community Outcomes
Over the lifetime of the project we estimate we engaged with tens of thousands of local residents in some form. Every household in the Leith Neighbourhood Partnership received two direct mails, including a travel map, and a tailored neighbourhood travel plan. Although the direct return rates from the mail-outs were both less than 1%, our independent evaluation suggests that around 4% of people nevertheless made positive changes to the way they travel as a result of the mail-outs. Through our events, we successfully engaged with thousands more people. For example, at Leith Festival Gala Day 2010, we organised an active travel zone, sponsored the back page of the programme, and participated in the gala day parade. On that day alone we provided green travel advice and information to at least 300 of the 15,000 people who attend that event. Although, we had a slightly lower profile in the previous year, we engaged with a similar number of people in the proceeding years gala day.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Similarly, our launch event attracted an estimated 500 people to enjoy a car free day on the Shore. Most of these people received green travel advice during the course of their visit. We also put together a programme of smaller events. These included a programme of guided bike rides, guided walks, and commuters breakfasts, designed to promote a positive active travel culture in the neighbourhood. We also organised opportunities for people to try eco-driving, try city car club cars and a bike trailer building workshop. Lastly, we also organised the first ever Greener Leith Awards this year to celebrate the contributions that key volunteers have made to the project. Whilst attendance at these smaller events rarely exceeded more than 20 people per event, they helped to develop and maintain a group of committed volunteers who have pledged to continue to take forwards the regular cycling group in the future. Where possible we also used social media to extend their impact, and the positive example they provide, into the wider community. Given that a key aim of the guided bike rides was to promote every day cycling, rather than sports cycling, or fitness cycling, we feel that the idea of family bike rides with a purpose is a popular one that could be developed elsewhere. For example, our most popular bike rides were focused on a visit to a nature reserve, and a tour of some new sculptures. Promoting cycling as a means to an end, rather than an end in itself, seems to appeal to local residents in a way that a more traditional cycling group may not. This means that whilst relatively small numbers of people may have physically attended the Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

events, hundreds of people have subsequently listened to the video, audio and photographs of the events that we shared online. This also helps to extend the benefits of the project into the future, as more people discover this online record of the project. Nearly all of these events required some elements of partnership working with external agencies. Key partners included the City Car Club, The Bike Station, The Energy Savings Trust/ Changeworks and The City of Edinburgh Council. Demonstrating the wider impact of this work on Leithers behaviour is notoriously difficult. However, we believe we have identified several indicators that point towards the fact the campaign has successfully encouraged local residents to change their travel habits for the better. The campaign used a series of pledges to try to identify specific carbon saving actions that people engaging with the project would take. 554 people made an average of 3.1 pledges each. An independent analysis of the pledges by SISTECH shows that around 70% of those who made a pledge also made a positive change to their behaviour. SISTECH also show that somewhere between 2 and 4% of people receiving our direct mail, who did not make a pledge, are likely to have changed their travel behaviour too. In addition, we have undertaken an analysis of our online work, where we published, monthly, if not weekly updates on issues relevant to the campaign. As well as stories directly relevant to the We Love Leith project, we also helped to promote the activities of other Climate Challenge Funded projects where they appropriate. For example, the Bike Station Better Way to Work project, and the SPOKES bike storage project. We also helped to promote developments in electric car charging and car sharing. The aim of this activity was to highlight that the Leith Neighbourhood is improving and to promote the idea that it is always getting easier to adopt low carbon travel habits. We conducted an online readers survey that suggested that our website had encouraged 35.3% of our readers to change the way that they travel. We used an independent analysis tool, klout.com, to give an indication of our Return on Investment on Twitter. Feedback it provides: @greenerleith has built a good size network that is highly engaged @greenerleith generates a steady flow of actions and discussions Typical topics where Klout highlights the account as influential include: Edinburgh, Leith, Climate, Environmental, and Sustainbility Over the period of the project our website also won some notable accolades. Our blog has been independently rated as one of the top 10 best environmental blogs in the UK by Wikio.com In addition, the Greener Leith website also won an awards for approach to online Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

engagement with the local community. We won an award for best hyperlocal website in Scotland from the Scotblog awards, whilst the site also won a UK award from the Guardian and Talk about Local for the best Specialist Hyperlocal blog. Whilst we appreciate that not all our website visitors and twitter followers do live in the target area for this project, we are confident that we have developed a community of local, engaged supporters online. There are now more than 300 members of the social network we set-up, and nearly 400 friends on our Facebook page. We can be reasonably certain that the vast majority of these people are local residents. Our weekly opt-in news email is sent to nearly 700 people each week, and an analysis of the click through rates from the weekly news shows that Greener Leith has significantly higher engagement rates than most non-profit organisations. Facebook provides an insight into the demographics of the people who have engaged with our page:

This shows that nearly two thirds of the people we engage with on Facebook are female, whilst a similar proportion are aged 35-44. We also plotted the geographical distribution of the pledges we received. This shows that the vast majority of them came from people who live in the Leith Neighbourhood Partnership, even though about a third were made online:

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Although the map shows some people made pledges who do not live in Leith, anecdotal evidence suggest that there is a high probability that many of these people work in Leith, or have a strong connection with the area which means that they make regular trips to the area. In addition, by working closely with other local organisations (listed above), we also helped to ensure that low carbon travel featured on their agenda. Our campaign informed the development of the council Active Travel Strategy, and is featured as a case study in that document. Furthermore, both SUSTRANS and the City of Edinburgh Council have committed funds to improve off-road, traffic free connections between Leith and Portobello as a result of this. Between them this has lead to 220,000 worth of investment in these routes to date, with further investment in the 2011/12 financial year a strong probability. TIE and the City of Edinburgh Council have been supportive of our campaign, funding the production of four We Love Leith lamppost banners on Leith Walk. These have provided extremely visibile, and valuable on street marketing for the project. TIE also supported additional investment into the We Love Leith bonus bag scheme.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

The Bonus Bag scheme engaged 35 local independent businesses, and the bags themselves continue to provide a visible presence on the street for the campaign. Feedback from local businesses has been mixed. For example, whilst some local business find that their customers use them regularly, and that they have promoted and encouraged people to make more regular trips to their business, other businesses found them difficult to sell at the intended sale price of 5 - and needed to discount them in order to sell them. This indicates that if a scheme such as this were to continue then more public sector investment might be required to support it, and that only particular types of businesses (those selling staples, like green grocers) will really stand to benefit. Despite this, the scheme has attracted considerable interest from other parts of the city. Green councillor, Alison Johnston, has recently put a motion to full council to urge the council to fund the schemes expansion to the whole city. A campaign to make Edinburgh a plastic bag free city has adopted the model developed by Greener Leith as part of this campaign as one that should be rolled out throughout Edinburgh. Here is a list of all the local organisations we worked with in some capacity during the project. We are grateful for their help and support: Leith Links Community Council Leith Central Community Council Leith Business Assocation Leith Walk Development Group Leith Neighbourhood Partnership Housing and Built Environment Sub-group

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Leith Neighbourhood Partnership Health and Wellbeing Sub-group Leith Neighbourhood Partnership Leith Primary School Hermitage Park Primary School Voluntary Organisations of Leith Together Friends of the Water of Leith Basin Dr Bells Family Centre Leith Community Centre Duncan Place Resource Centre Out of the Blue Changeworks Leith Keep Well project Redbraes Community Garden Project Leith Persevere Community Health Flat PEDAL Portobello Leith Woodcraft Folk Fort Community Wing SPOKES Bike Station TIE

CO2 Emissions Reduction

Included with this report is an independent evaluation of the Carbon Emissions delivered by this project. The report estimates that the We Love Leith project has reduced carbon emissions by 263 430 tCO2 over the project lifetime. This is calculated from: Extrapolation of survey results to all those that made pledges: 104.4 tCO28 Results from mail-out: 146.9 - 293.6 tCO2 City Car Club membership: 11.6 32.4 tCO2

The carbon savings associated with the City Car Club in the extrapolation of survey results have been subtracted from these totals to avoid double counting. The most credible estimate is 273tCO2 over the project lifetime. If the behavioural changes associated with all of these activities are maintained, it is estimated this will produce an annual saving of 203 - 320 tCO2 after the end of the project. There are likely to be further carbon impacts from the We Love Leith project that have not been quantified. These include savings from increased car-sharing through the promotion of the liftshare website and carbon savings associated with the first pledge (shopping locally more often). Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Other Social, Economic and Environmental impacts

The We Love Leith campaign undoubtedly provided a number of other social and economic benefits to the area. A significant proportion of our spending attributed to the project went to local businesses and other non-profit organisations. For example, food was provided at some of our events by the community cafe run by local social enterprise Out of the Blue. We used advertising opportunities provided by local charities such as Leith Festival and Leith FM to support these organisations, whilst also promoting our own project. Our bonus bag scheme, by promoting local shopping at independent businesses will also have provided economic benefits to the area. However, no business that participates in the scheme was able to provide us with an quantitative estimate of how much extra custom the bags had provided them. The project provided accredited bike maintenance and leadership training to 11 volunteers, whom otherwise would not have received it. In addition, a variety of services were provided for free to local residents. An estimated: 60 people received free bike maintenance at events funded by the project. 30 people received free security tagging from the Police. The project helped to build the social capital in the neighbourhod. Both directly by bringing together a group of local volunteers who were directly involved in the project, and at events by giving opportunities for large numbers of people to come together to consider greener travel. The outcome of the consultation phases of our project have also supported further fundraising activities by Greener Leith. For example, we were able to use evidence that shows that poor quality public spaces discourage people from making active travel choices to support a funding application that led to the creation of a large Childrens Orchard in Leith Links. The project also developed the capacity and reach of Greener Leith, allowing us to register as a charity and a company by guarantee. Legacy of the project Independent assessment of our project suggests that the project will deliver a saving of 203 - 320 tCO2 per year, assuming that behaviour changes associated with the campaign are maintained. At best, this will lead to a CO2 saving of 3200 tonnes of CO2 over 10 years. There are a number of other legacies the project will leave. Firstly, the volunteer cycle leaders, and other regular participants have agreed to continue with the monthly guided bike rides. A dedicated facebook page has been set-up with for people to coordinate themselves. Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Secondly, the project has supported the development of several physical infrastructure improvements to the neighbourhood that will support low carbon travel. Whilst the majoirty of these projects have been funded by the City of Edinburgh Council, some would never have happened, or may have happened more slowly, without the evidence provided by the We Love Leith campaign of community support. These projects include: Installation of 22 new bike parking facilities in community gardens and in top priority local destinations in the neighbourhood. Removal of poor quality, restrictive barriers and improvements to footpath by Leith Academy Improvements to traffic free paths linking Leith, Lochend and Portobello. Improvements to the public realm at the Shore

What worked well? Consultation and Future Travel Plan The two stage consultation process we ran over this period worked well and exceeded our expectations in supporting capital investment in the neighbourhood. The project launched in 2009 with a Car Free Day on the Shore. During our consultation project, this idea gained the most public support, and We Love Leith was able to work with a local residents group and local councillors to seek funding for the project. In the last month of the project, the council, Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

along with local residents, confirmed a 380,000 funding package that will see traffic on the Shore considerably reduced. However we have been able to use the outputs of this aspect of the project to influence a number of other local and national consultation processes. These include: The Water of Leith Management Plan consultation (CEC) Developer contributions to the public realm consultation (CEC) Open Space strategy consultation (CEC) Active Travel Plan (CEC) Picardy Place Design Principles Consultation (CEC) Active Travel Consultation (Scottish Parliament) Severe Winter Weather Consultation (CEC) Waterfront and Leith Area Design Framework (CEC)

In addition, we also used the findings to ensure proposals for local housing developments include better cycle parking. For example, our objection to a recent development on Pilrig street contributed towards an additional planning condition being applied to the developer that ensured better quality cycle parking was provided than originally proposed. In total, this work has helped to support and develop plans for more than 600,000 worth of capital investment in the local infrastructure has been confirmed by the council and SUSTRANS, during the lifetime of the project. Whilst it would be wrong to claim sole credit for this, as project staff worked alongside other community groups, and some of the investment would have happened anyway, we are confident that the results of our consultation work has provided an evidence base for local active citizens, councillors and council officers to make a case for investment where previously this would have been more difficult. Public events The project supported a number of public events. These free events served to raise the profile of the issue and allowed us to reach hundreds of people whom we otherwise would not have had a chance to engage with.

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

Our regular walking and cycling groups also helped to build an engaged community of volunteers and supporters who will carry the work forwards in the future. For organisations that wish to promote active travel as an everyday activity we found that we got a good response by organising cycle rides that had a purpose rather than cycling for cyclings sake. For example, the photograph above was taken during a gormley hunt ride that sought to visit each of the Antony Gormley statues in the Water of Leith. Whilst this is a simple idea, it is one that few organised cycle groups seem to follow, perhaps because other groups have more of a health or sports focus, rather than a leisure or utility focus. Due to the informal nature of the groups we have not been able to conduct a formal survey of everyone who participated in these events. However, we did document some aspects of the rides and place them on the web using audio and video. Some of the subjects we covered included: Introducing our New We Love Leith Cycle Leaders My first Greener Leith bike ride Maggie tries an electric bike Commuters Breakfast: What do you like about cycling? Car Free Day: Should the Shore be pedestrianised?

By documenting these events in this way, hundreds more people have had the opportunity to engage with the project, and learn about practical active travel activities in the neighbourhood. In addition to the We Love Leith branded events, Greener Leith organised a series of Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

events that helped to improve key public spaces in the neighbourhood. These included at least six community clean-up events in key parks, and two planting days, again in local green-spaces. These events also attracted hundreds of local casual volunteers, and helped to generate a tangible improvement to the parks and a positive perception of local green spaces. What didnt work? At the outset of the project, we had hoped that we would be able to establish a one-to-one volunteer led travel coaching service that took referrals from health professionals and direct from the public. This has proved less successful. Feedback that we have received suggests that this is because people who are likely to be referred via these routes are unlikely to have the confidence to meet with a volunteer, who is also a stranger, from a charity whom they may not have heard of before. We believe, that this factor explains the low take up of the dedicated liftshare portal we established, the text coaching service, and why we received very few direct referrals from local health professionals. We would recommend that any group wishing to develop a similar service considers that it should be provided by a professional paid person, rather than a trained volunteer, as this may give people more confidence to use the service. Conversely, people were more than happy to take part in group activities as a beginner. Especially, if the group explicitly targeted people who did not view themselves as experts or experienced. Other key learning points SMS/ Text based services are probably not cost effective for community scale projects. Despite prominent promotion the sms service garnered a limited sign-up rate and did not support engagement levels greater than other, cheaper media. Social media can play a key supporting role in promoting campaign messages, local community development and ongoing engagement but it has been difficult to prove a direct link to carbon savings. A simple more measurable call to action would probably have been more effective than promoting a choice of pledges - not all of which apply to everyone. Future opportunities for promoting low carbon travel should focus specifically on promoting specific new cycle routes and car sharing. Projects should not overestimate the amount of work that can be undertaken by volunteers, where there is not the capacity to provide intensive support for them. Active travel habits have a strong seasonal aspect to them. It is far easier to promote cycling and walking as mode of transport in the spring and summer. This said, we feel there is a reasonable case for projects to focus on tackling this seasonal fair weather approach to active travel. It would seem that, in urban areas at least, public space maintenance and the quality

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.

of the built environment have a greater impact on peoples travel choices than most public sector travel/climate change policies currently acknowledge. Conclusion This report, together with the attached independent evaluation by SISTECH highlights the impact of the We Love Leith campaign, undertaken by Greener Leith. It has provided an insight into the main achievements of the project. For more information contact: Alastair Tibbitt Greener Leith www.greenerleith.org justask@greenerleith.org

Greener Leith is a Scottish Charity SC040838 and a Company Limited by Guarantee No. 365095.