Improving Non-Motorized Micromobility Promotion and its Communication to UBC Undergraduate Students
Creators: name: Gao, Cindy S. Y.
name: Nie, Amanda
name: Leung, Ross
name: Wong, Audrey
name: Fan, Kristy
Publisher: name: The University of British Columbia
Year: 2024

description: Recent reports from the World Health Organization state that physical inactivity-related healthcare costs have risen to $421 million USD per year in Canada (WHO, 2022). With this, universities are uniquely positioned; not only do they serve as a common place for a vast variety of individuals, but are also associated with unique mobility characteristics (Basbas et al., 2023). University students are at an increased risk of suffering from decreased physical and psychological health due to an inability to fulfill health-oriented physical activity outcomes. Active transportation (AT) has been identified as a highly relevant domain of physical activity but remains under-emphasized at many universities (Teuber &amp; Sudeck, 2021). There is a need to both communicate and promote initiatives, resources, and infrastructure that is conducive to AT. The undergraduate student population should be a main area of focus for stakeholders (Mascia et al., 2023). Undergraduate student well-being not only influences current academic and professional success but also has implications for the future development of society (Mascia et al., 2023). Shaped by the experiences of university, graduates move on to assume roles in policymaking, academia, healthcare, and other such sectors, subsequently becoming the next generation of decision-makers (Mascia et al., 2023). The aim of this study was to conduct an analysis of current communications about AT at the University of British Columbia (UBC) and provide recommendations to improve existing promotions that target physical inactivity levels among undergraduate students. For this study, participants completed an online survey through Qualtrics Software. The survey consisted of 27 close-ended questions regarding AT awareness, barriers to selecting AT, and preferred method of promotion material along with an incentives evaluation. In total, 77 responses were received and 53 were included in the data analysis.1 Results showed that while students were well-versed in their recognition of AT, their familiarity and acceptance of AT services remain minimal. Despite high awareness of notable AT services on campus, the prices, locations, and operating hours remain unknown. The most common barriers to selecting AT presented as weather and lack of access to a bike and biking equipment. In terms of marketing preferences, students preferred digital mediums over physical advertisements. Specifically, students felt most engaged through infographics where information is presented in a digestible and aesthetic manner. Lastly, monetary incentives showed to be effective motivators, as opposed to social and sustainability incentives. Recommendations were made based on a reflection on the purpose and results of the study. This could entail a shift into primarily digital-based marketing practices and an increased usage of infographics that focus on how to engage with AT, rather than introducing AT itself. Another recommendation highlights the effectiveness of using monetary incentives as motivators such as free trials or discounts to other vendors. Finally, leveraging the value of social integration through the creation of AT clubs can build traction and establish AT-centred communities.