For many of us working on a transport system that works for people and the planet, we know how much more welcoming our communities can be. We can see how our streets can be open to kids and older people. We can picture cities that are easy to get around for all people, including those with limited mobility. We imagine people moving their families and their goods around in ways that protect the environment and places we love - e-cargo bikes, new freight systems, protected green corridors. In short we can envision a kinder, gentler, more human way of living and moving in our cities and towns.
We know that our cities and street can absolutely be these welcoming places for all people
Many such cities currently exist around the world. We know how to get there, what needs to change. The will is absolutely there across people in central and local government, communities, schools, businesses. But it is hard work to convince people that a better way of living is just around the corner. We think “if only they could see their way past the loss of a few car parks, or a lower speed, or the disruption from a new rail project, or the fear of life with fewer cars.”
The good news is people across Aotearoa can and do see things differently when given the opportunity to do so
A critical part of the work that people across local and central government, community groups, research and advocacy need to do when shifting our transport system, is to also shift people's shared mindsets about transport. To bring to the surface different ways of thinking about our streets, towns, and transport. It means using effective evidence based narratives and stories alongside the policy and practical shifts being made to our physical environment.
By using evidence based communications we can deepen and shift people’s thinking about our cities, our streets, the ways we get around and build support for the cities and streets that all people need now and into the future.
We have done research on how to shift shared mindsets about transport
Over three years, our people at The Workshop have carried out extensive research to understand how people think and reason about transport and cities. We have listened to what those working on changes think people could better understand. We have looked at the narratives and stories that occur in our cultural landscape about transport. We have trialled and tested different narrative strategies and techniques to see which ones can help people to understand the issues. And we found what works to persuade people that together this change is not just possible but will make the places they live and love better for everyone.
The research was funded by Waka Kotahi and has been compiled into a narrative and framing guide that can be used by anyone who talks about our transport system and changes that can make our streets work better for all people.
You can download the guide from our website.
How to talk about opening our streets for people who walk, ride bikes and take public transport
How does changing how we talk lead to change?
Words matter. How we talk, our shared narrative, about the issues facing us as a society influences how we think, our mindsets, about those issues. How we talk can deepen understanding and support for effective solutions or become a barrier to the changes that are needed to meet the needs of all people.
In our research we looked for narratives that help build understanding about:
what life could be like if our streets worked better for all people – a vision for a better future
why this matters to us all – the ‘all-of-us’ values we share
what changes will make the biggest difference – the tools and solutions we have that can help us overcome barriers and get us to the better future
who can make the changes that will get us closer to living in communities where our streets work for all people.
People need to see the potential of a better world, connect to why it matters and understand that there are pathways to get there in order to support changes that impact how they move around their communities, towns and cities. Having helpful narratives and using them collectively and consistently is something we can all do to make sure the changes we need, as people and for our planet, have the public support required to become a reality across the country.
The great news is that we now have evidence based narratives and stories that we know helps shift people who are open to persuasion to support the changes we’re collectively working towards.
Narratives that work to build support for transport changes that improve lives and protect our planet
The guide provides narrative elements and complete stories that testing showed helped people shift their thinking to support changes that open our streets for all people. You can use the stories or narrative elements in the work you’re doing for your community, town or city.
Testing showed that narratives that shifted people’s thinking include:
Changes that make the biggest difference for the public good – a systems narrative
Opening streets protects people and the planet we care for
Streets are for all people
We’re creating better lives and cities together – a common destination
Communities and people in government have strengths and capability to act.
In the guide you can also find evidence based:
Visions that help people see a better future
All-of-us values that remind people why they care
Metaphors and story structure that help deepen understanding
Advice on messengers that will help people connect to your stories.
In 2023, The Workshop will be running advanced training on transport narratives. Advanced Training on Transport is designed for people who want to build on what they’ve learnt in Narratives for Change Foundations training and apply it to their work in the transport sector. This training will draw on our transport specific insights including this guide and has a strong focus on implementing narrative strategies.
Register your interest for Advanced Training on Transport
If you haven’t had a chance to do Narratives for Change Foundations training yet but are interested in the Advanced Training on Transport there are opportunities to complete Foundations before the Advanced Training on Transport starts. Find out which option might suit you on our training page.