Development and evaluation of a target group-specific communication campaign for urban (e-)mobility in social housing
Within the framework of the funding line “Hessen ModellProjekte-Förderung der Elektromobilität”, the communication of new (e-mobile) sharing stations in four selected housing estates of Nassauische Heimstätte Wohnungs- und Entwicklungsgesellschaft mbH was investigated.
In the largely low-cost rental flats of the NHW mainly tenants from lower-income groups live. For them owning a car is an important status symbol. Restricted household budgets usually leave no room for the purchase of additional means of transport that require more investment, such as electric bicycles. With the establishment of sharing services (e-cars, cargo pedelecs), a bicycle parking infrastructure as well as e-charging stations, tenants should be enabled to cover their mobility needs in a mixture of different means of transport in a significantly cheaper and more sustainable way without having to invest.
Initially, there was no target group-specific communication of e-mobile sharing offers, especially with a focus on low-income households with fixed mobility routines. The project took an important step towards user-oriented design: the development of a target group-specific communication and information campaign about the advantages of e-mobility, taking into account symbolic-emotional factors in the development of corresponding narratives and images.
The RhineMain University of Applied Sciences (Department of “Mobility Management and Transport Planning”) accompanied the project with a before-and-after survey to evaluate the conditions and the effect of the communication campaign.
The aim of the research project was to develop recommendations and guidelines for the target group-specific design of the communication of e-mobile hire technology.
