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// The Greener Journeys campaign

Greener Journeys is a campaign aimed at encouraging people to get out of their cars and onto buses and coaches - a quick and cost-effective way to reduce carbon emissions. By switching just one journey in 25, we can remove 1 billion car journeys from our roads, and in doing so we’ll see a reduction of 2 million tonnes of CO2. This is the ONE Billion Challenge.

Greener Journeys and the UK bus industry has made creative materials freely available to all bus operators and local authorities through an online toolkit.


Launched on 15 June, a web hub provides the various marketing and press adverts, along with radio executions used to support the campaign. It also contains proven materials for delivering modal shift from car to bus, guidelines and recommendations on creating and implementing regionally focused campaigns aimed at encouraging more sustainable travel.


Campaign assessment surveys looked at passenger trends and travel patterns, general awareness and attitude towards bus travel, buses and related brands, and the propensity for people to use and/or consider using buses as a real alternative to the car:

  • 45% of people who saw the advertising campaign agreed that they are now “a lot more, or a bit more, likely to replace a car journey with a bus journey”
  • 60% agreed that the bus ‘can be better for certain journeys’
  • 64% believed that the campaign was “catchy” with 43% agreeing it was “persuasive”
  • Across all three pilot regions, radio combined with bus side advertising had the biggest effect on getting people to use or consider using the bus as an alternative to the car.

For more information:



// Flygbussarna awareness campaign (Winner IRU Special Company Award 2009)

Flygbussarna Airport Coaches offer convenient and comfortable bus services to and from all the major airports in Sweden. Taking the coach to the airport saves both your wallet and the environment. A combination of low cost and a small carbon footprint that is hard to beat. A third of all Flygbussarna coaches to Arlanda already run on a locally produced biofuel.


// Fuel efficient driving

Teaching bus and coach drivers fuel efficient driving helps operators cut emissions. Nevertheless, the essential basis for efficient driving is a constant speed, and that is why bus priority measures have to be introduced beforehand.


Example: All 13 500 of Stagecoach’s bus and coach drivers will complete a course in fuel efficient driving.

For more information:

Greener Journeys, Make the switch to bus and coach, p.2

Greener Smarter Together, Corporate Social Responsibility Report 2009, Stagecoach group, p.11

Eco-Driving checklist for bus and coach drivers

// Low-carbon vehicles

The introduction of low-carbon vehicles supports the decrease of fuel consumption. Various low-carbon technologies include hybrid buses, lighter vehicles, hydrogen and electric buses and coaches.


Example: In the UK, the Green Bus Fund is a new GBP 30 million fund from which bus and coach companies and local authorities can compete for funds to help them purchase new low-carbon buses. Its main purpose is to support and hasten the introduction of hundreds of low-carbon buses across England.

For more information:

Greener Journeys, Make the switch to bus and coach, p.2

CIVITAS in Europe, A proven framework for progress in urban mobility, p.6

Green Bus Fund

// Usage of renewable energy and alternative fuels

Biodiesel, ethanol and biogas represent the main bio-fuels which are currently available. All three bio-fuels produce less CO2 emissions than traditional fuels.


Example: In the city of Graz the majority of biodiesel is produced by rapeseed oil, but nevertheless a considerable amount of used cooking oil is converted into biodiesel. Used cooking oil is collected from about 250 restaurants in Graz, benefiting the restaurants as well, through not paying the disposal fee. Furthermore, used cooking oil is also collected from households. The cooking oil is filtered and injected in the ordinary production line of biodiesel. Graz was able to collect 260 tonnes of used cooking oil in 2006, which was converted into enough biodiesel for the operation of 26 buses for the entire year. The city of Lille produces biogas from household waste, which is used to power 128 of the city’s bus fleet.

For more information:

Sustainable Urban Transport, Final report from the European project Trendsetter, p.36

CIVITAS in Europe, A proven framework for progress in urban mobility, p.10

What European framework for a sustainable urban transport, Green paper on urban transport, Position paper, UITP, p.4

London congestion charging

For business managers


Added Value


Driver checklists

Information technologies



Quality and satisfaction



Coach Tourism Innovation Award

Bus Excellence Award



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