Strategic change processes
Accessible Amsterdam

Accessible Amsterdam

The situation

Ten years ago, the Amsterdam Municipality’s “Dienst Infrastructuur Verkeer en Vervoer” (Traffic and Transport Service Infrastructure) outgrew its pioneering phase, after which the unit’s work began to grow rapidly: besides the original task – the construction of the North-South line – the unit also initiated the construction of the IJ tram, the management and maintenance of Amsterdam’s tunnels (including the IJ Tunnel traffic artery), parking policy, road works, and many other tasks. The time then came to streamline and position the service and to fully centralise all traffic and transport issues.

Our contribution

Amsterdam Municipality asked us to help design the new service. The first step was to lay out, at strategic level, how the (perception of the) accessibility of the Amsterdam municipal area could be enhanced. The spearhead in that process was to reduce the number of parking problems and to keep the city of Amsterdam accessible. To point out the other available transportation modalities besides the car to visitors, we developed and implemented an Internet campaign with a recommendation module that showed users that the P+R locations on the city perimeters form a sound alternative. Active links to city and route maps made the system highly visual. In addition, we also bundled all the municipal utterances on mobility on the naaramsterdam.nl (later accessible.amsterdam.nl) portal. We also contributed conceptually to many subsequent projects implemented by the IVV service and handled the communication. For more detailed information, please go to www.ivv.amsterdam.nl

The result

The portal has been very important in countering the fragmentation caused by a diversity of municipal Internet utterances on this topic. The portal now provides access to all the necessary information on traffic, transport and accessibility. The bicycle was an important component of the campaign. The visitor is now more aware of the fact that the bicycle is a real alternative or a useful addition to the car and public transport in Amsterdam. Stepping into the shoes of the different user groups has made it possible for us to change people’s behaviour and to influence them in using the access routes to Amsterdam. This has brought about significantly better results. Motorists are more aware of how they go about using their cars in the city.