West Berkshire residents encouraged to try alternative travel

Local authority sends ‘travel advisors’ door-to-door to encourage residents to take alternative methods of transport

West Berkshire council has begun a communications campaign to encourage residents of Greenham and South Newbury to encourage them to try alternatives to travelling by car.

The scheme has been set up as part of efforts to improve air quality in the area, and will see a team of ‘travel advisors’ knocking on the doors of around 5,000 households to ask them about their travel arrangements.

West Berkshire council is seeking to encourage residents to seek alternatives to travel by car

West Berkshire council is seeking to encourage residents to seek alternatives to travel by car

Advisors will speak to local people and record their current travel habits before highlighting any possible alternative options that may save them time or money or make a positive difference to their health and wellbeing.

A range of incentives such as free travel passes to encourage them to try the bus will be available, as well as prize draws, rewards of free hot drinks and memberships to local health clubs for those who participate in the project.


Residents will receive a postcard through the door prior to a travel advisor visiting. The ‘change the way you move’ project is funded by Defra and money from the council set aside for public health, reducing congestion and emissions from transport. It is due to last around three months.

Hilary Cole, West Berkshire’s executive councillor for transport policy said: “This project aims to have a positive impact on air quality especially for the ‘Air Quality Management Area’ around what is known locally as ‘the Burger King roundabout’ through which much of the traffic from this area travels. It also aims to increase levels of physical activity through more people walking and cycling for regular and local journeys.”


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