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Sustainable Travel and Behaviour Change

Travel Case Study

Alconbury Weald

Alconbury Weald is built around a simple idea: people should be able to move around their community in ways that support their health, reduce costs and strengthen their connection to nature.

Liftshare. An image of two people sharing a car

The Challenge

Car use remained the go-to choice for many people. Travel partners promoted alternatives, but the messages didn’t always align in a way the community could easily follow.

Residents and commuters needed a clear route into change.

The Plan

Our first task was to simplify the landscape. We spoke with travel partners, local authority partners, and the community to understand the structural barriers. This included:

  • analysing travel surveys
  • consultation feedback 
  • climate-related insight.

It highlighted a shared issue. People were not resisting sustainable travel; they needed encouragement to see how it would work in their daily lives. Change needed to be practical, inclusive and rooted in lived experience.

We captured the needs of different groups, from young people reliant on lifts to commuters weighing cost, safety and time. This grounded the strategy and helped partners understand the behaviours behind the data. 

The Breakthrough

All of this data is useful if it removes complexity. 

We introduced the Away framework: Share Away, Ride Away, Tap Away and Explore Away. Each one represents a clear action and replaces a long list of competing brands and services.

Working with design partners, we created a travel identity that was easy to recognise across the community. It now appears on wrapped buses, in digital content, and in a new travel section on the Alconbury Weald website. The messaging focuses on healthier movement, cost savings, local routes and the well-being benefits of leaving the car at home.

New Alconbury Weald bus with the away branding

Why famille?

The approach reflects famille’s values of honest communication, accessible design and a commitment to reducing environmental impact.

The programme is built to grow with the place and community it serves and supports

  • New low-carbon buses, car share, subsidised App bikes and improved cycling and walking routes provide the physical structure. 
  • Carbon calculators, incentives and resident champions will deepen engagement as the community evolves. 

The work shows how a clear narrative, aligned partners and a people-centred process can support long-term behaviour change and strengthen the connection between nature, health and daily life.

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