[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:16.82,0:00:18.62,Default,,0000,0000,0000,,We're living in a time
Dialogue: 0,0:00:18.96,0:00:22.96,Default,,0000,0000,0000,,in which we're polluting our world\Nat an alarming rate,
Dialogue: 0,0:00:24.08,0:00:27.99,Default,,0000,0000,0000,,in which the majority\Nof people in the West
Dialogue: 0,0:00:27.99,0:00:30.22,Default,,0000,0000,0000,,are not getting enough physical activity,
Dialogue: 0,0:00:30.57,0:00:36.81,Default,,0000,0000,0000,,and in which we're spending a lot of time,\Nwasting a lot of time and money and energy
Dialogue: 0,0:00:36.81,0:00:38.33,Default,,0000,0000,0000,,stuck in traffic.
Dialogue: 0,0:00:39.47,0:00:45.30,Default,,0000,0000,0000,,Thankfully, we're also living in a time\Nin which riding a bicycle is awesome.
Dialogue: 0,0:00:45.33,0:00:46.33,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:46.36,0:00:47.54,Default,,0000,0000,0000,,It makes you feel good.
Dialogue: 0,0:00:47.54,0:00:49.83,Default,,0000,0000,0000,,You arrive at your destination \Nfeeling energized
Dialogue: 0,0:00:49.83,0:00:51.76,Default,,0000,0000,0000,,and connected with the world around you.
Dialogue: 0,0:00:51.76,0:00:54.28,Default,,0000,0000,0000,,It's good for your health, \Nit's good for the planet,
Dialogue: 0,0:00:54.28,0:00:56.82,Default,,0000,0000,0000,,and it helps to make\Nour cities more livable.
Dialogue: 0,0:00:58.14,0:01:00.100,Default,,0000,0000,0000,,So, how can we get more people cycling?
Dialogue: 0,0:01:00.100,0:01:04.83,Default,,0000,0000,0000,,Well, it's a combination\Nof infrastructure, improving safety,
Dialogue: 0,0:01:05.05,0:01:08.67,Default,,0000,0000,0000,,and changing people's\Nperceptions and behavior.
Dialogue: 0,0:01:09.48,0:01:12.83,Default,,0000,0000,0000,,And one of the things that I've been doing\Nover the years is looking at
Dialogue: 0,0:01:12.83,0:01:17.66,Default,,0000,0000,0000,,how we can apply behavior change theory\Nto getting more people cycling.
Dialogue: 0,0:01:17.100,0:01:21.37,Default,,0000,0000,0000,,And I have just one idea \Nthat I'd like to share with you today.
Dialogue: 0,0:01:22.32,0:01:25.25,Default,,0000,0000,0000,,And that is, that when we're looking\Nto encourage people
Dialogue: 0,0:01:25.25,0:01:28.66,Default,,0000,0000,0000,,to adopt the behavior of cycling to work,
Dialogue: 0,0:01:28.95,0:01:31.77,Default,,0000,0000,0000,,we need to understand\Nthat this overall behavior
Dialogue: 0,0:01:31.77,0:01:35.55,Default,,0000,0000,0000,,is actually made up\Nof lots of sub-behaviors and stages
Dialogue: 0,0:01:35.55,0:01:39.04,Default,,0000,0000,0000,,that people go through\Nfrom not cycling, to thinking about it,
Dialogue: 0,0:01:39.28,0:01:43.38,Default,,0000,0000,0000,,to trying it out, to getting a bike,\Nto cycling a little bit, a little bit more
Dialogue: 0,0:01:43.38,0:01:44.86,Default,,0000,0000,0000,,and cycling to work.
Dialogue: 0,0:01:46.04,0:01:49.76,Default,,0000,0000,0000,,And within each of these sub-behaviors\Nare a number of barriers
Dialogue: 0,0:01:49.79,0:01:53.06,Default,,0000,0000,0000,,that people need to overcome\Nto get to the next stage.
Dialogue: 0,0:01:53.44,0:01:55.97,Default,,0000,0000,0000,,And so, it is important\Nthat we understand this
Dialogue: 0,0:01:55.97,0:01:59.28,Default,,0000,0000,0000,,when we're trying to encourage \Npeople to take up cycling.
Dialogue: 0,0:01:59.48,0:02:03.02,Default,,0000,0000,0000,,Because if we say to someone \Nwho is down here, as a non-cyclist,
Dialogue: 0,0:02:03.23,0:02:04.76,Default,,0000,0000,0000,,"Hey, you should cycle to work.
Dialogue: 0,0:02:04.76,0:02:05.77,Default,,0000,0000,0000,,It's good for you.
Dialogue: 0,0:02:05.77,0:02:08.17,Default,,0000,0000,0000,,You'll save money; \Nit's good for the environment,"
Dialogue: 0,0:02:08.17,0:02:09.37,Default,,0000,0000,0000,,it's kind of a big ask.
Dialogue: 0,0:02:09.63,0:02:15.15,Default,,0000,0000,0000,,And we need to keep this in mind\Nbecause our energy is much better spent
Dialogue: 0,0:02:15.15,0:02:18.75,Default,,0000,0000,0000,,focusing on the next little step \Nthat we can get people to take.
Dialogue: 0,0:02:20.28,0:02:23.54,Default,,0000,0000,0000,,And one of the strategies \Nthat we have found to be quite effective
Dialogue: 0,0:02:23.54,0:02:26.39,Default,,0000,0000,0000,,in getting non-cyclists to take up cycling
Dialogue: 0,0:02:26.39,0:02:29.14,Default,,0000,0000,0000,,is simply encouraging them \Nto have some fun
Dialogue: 0,0:02:29.14,0:02:31.49,Default,,0000,0000,0000,,and ride a bike for just 10 minutes.
Dialogue: 0,0:02:32.47,0:02:34.75,Default,,0000,0000,0000,,And what we find\Nwhen people do this is they go,
Dialogue: 0,0:02:34.75,0:02:37.31,Default,,0000,0000,0000,,"Hmm, actually, this isn't so bad.
Dialogue: 0,0:02:37.60,0:02:40.64,Default,,0000,0000,0000,,This isn't as hard or as scary \Nas I thought cycling was.
Dialogue: 0,0:02:40.91,0:02:43.21,Default,,0000,0000,0000,,This is actually quite easy\Nand quite fun."
Dialogue: 0,0:02:43.44,0:02:46.13,Default,,0000,0000,0000,,And that's a fantastic first little step
Dialogue: 0,0:02:46.13,0:02:49.05,Default,,0000,0000,0000,,that we can get people to take \Non this wider journey.
Dialogue: 0,0:02:50.39,0:02:51.61,Default,,0000,0000,0000,,So taking a step back
Dialogue: 0,0:02:51.61,0:02:54.52,Default,,0000,0000,0000,,and looking at the question\Nof how do we get people cycling,
Dialogue: 0,0:02:54.52,0:02:57.55,Default,,0000,0000,0000,,what about the infrastructure \Nand improving safety?
Dialogue: 0,0:02:58.10,0:03:02.21,Default,,0000,0000,0000,,Well, thankfully, all the solutions\Nalready exist there out in the world.
Dialogue: 0,0:03:02.59,0:03:06.37,Default,,0000,0000,0000,,If you go to any good cycling conference,\Nyou will find the technical expertise,
Dialogue: 0,0:03:06.37,0:03:07.62,Default,,0000,0000,0000,,the case studies,
Dialogue: 0,0:03:07.62,0:03:09.45,Default,,0000,0000,0000,,the wheels already invented
Dialogue: 0,0:03:09.45,0:03:12.80,Default,,0000,0000,0000,,that we can bring into our cities,\Nadapt, and roll out,
Dialogue: 0,0:03:13.05,0:03:15.83,Default,,0000,0000,0000,,that will result in more people cycling.
Dialogue: 0,0:03:16.88,0:03:18.70,Default,,0000,0000,0000,,So if the solutions are already there,
Dialogue: 0,0:03:18.70,0:03:21.96,Default,,0000,0000,0000,,why aren't we seeing \Ntheir widespread application?
Dialogue: 0,0:03:22.45,0:03:24.14,Default,,0000,0000,0000,,Well, there's a number of reasons,
Dialogue: 0,0:03:24.14,0:03:29.50,Default,,0000,0000,0000,,and one of them is that many people\Ndon't believe it's possible
Dialogue: 0,0:03:30.12,0:03:32.44,Default,,0000,0000,0000,,to get more people cycling in their city.
Dialogue: 0,0:03:32.80,0:03:34.84,Default,,0000,0000,0000,,"Oh, it's too far,\Nthere's too much traffic,
Dialogue: 0,0:03:34.84,0:03:37.33,Default,,0000,0000,0000,,it's too dangerous, \Nit's too hot, it's too wet."
Dialogue: 0,0:03:38.00,0:03:41.98,Default,,0000,0000,0000,,And thankfully, we now have evidence\Nfrom around the world
Dialogue: 0,0:03:42.13,0:03:45.21,Default,,0000,0000,0000,,that the possible is indeed possible.
Dialogue: 0,0:03:46.17,0:03:50.00,Default,,0000,0000,0000,,So, looking at Spain and Seville,\Nthey invested in cycle lanes
Dialogue: 0,0:03:50.00,0:03:53.39,Default,,0000,0000,0000,,and went from 0.5 per cent\Nof trips by bicycle
Dialogue: 0,0:03:53.41,0:03:55.75,Default,,0000,0000,0000,,to 6.6 per cent of trips by bike
Dialogue: 0,0:03:55.75,0:03:57.09,Default,,0000,0000,0000,,in just six years.
Dialogue: 0,0:03:57.77,0:04:01.35,Default,,0000,0000,0000,,In Portland, they increased cycling \Nby more than 200 per cent.
Dialogue: 0,0:04:02.73,0:04:06.56,Default,,0000,0000,0000,,In Denver, you can see they increased\Nthe number of cycle lanes
Dialogue: 0,0:04:06.58,0:04:10.99,Default,,0000,0000,0000,,and had a corresponding increase \Nin the number of people riding bikes.
Dialogue: 0,0:04:11.75,0:04:13.78,Default,,0000,0000,0000,,And I could show you\Nevidence of this trend
Dialogue: 0,0:04:13.78,0:04:16.43,Default,,0000,0000,0000,,from around the U.S. and around the world.
Dialogue: 0,0:04:17.48,0:04:20.19,Default,,0000,0000,0000,,Now, just to be clear\Nabout what I'm not saying.
Dialogue: 0,0:04:20.36,0:04:23.99,Default,,0000,0000,0000,,I'm not saying that you can turn\Nevery city in the U.S. or the world
Dialogue: 0,0:04:23.99,0:04:26.37,Default,,0000,0000,0000,,into a Copenhagen or an Amsterdam,
Dialogue: 0,0:04:26.37,0:04:30.49,Default,,0000,0000,0000,,where about half of all the trips\Nare done by bike.
Dialogue: 0,0:04:30.51,0:04:31.95,Default,,0000,0000,0000,,That's amazing.
Dialogue: 0,0:04:32.17,0:04:35.34,Default,,0000,0000,0000,,However, our cities are laid out \Nquite differently.
Dialogue: 0,0:04:36.47,0:04:37.50,Default,,0000,0000,0000,,But in the U.S.,
Dialogue: 0,0:04:37.50,0:04:41.90,Default,,0000,0000,0000,,about 40 per cent of all trips\Nare less than three miles.
Dialogue: 0,0:04:42.92,0:04:47.90,Default,,0000,0000,0000,,And it's within these short trips\Nthat the opportunity lies for cycling.
Dialogue: 0,0:04:49.66,0:04:53.46,Default,,0000,0000,0000,,So, what I am saying is that\Nif we want to get more people cycling,
Dialogue: 0,0:04:53.46,0:04:54.83,Default,,0000,0000,0000,,if we commit to it,
Dialogue: 0,0:04:54.83,0:04:57.23,Default,,0000,0000,0000,,then it is absolutely possible for us
Dialogue: 0,0:04:57.23,0:05:01.40,Default,,0000,0000,0000,,to get five per cent or more of trips\Nin our cities done by bike.
Dialogue: 0,0:05:02.82,0:05:04.95,Default,,0000,0000,0000,,And finally, I think it's interesting that
Dialogue: 0,0:05:04.95,0:05:08.71,Default,,0000,0000,0000,,when we look at some of the other problems\Nthat we're facing in the world today,
Dialogue: 0,0:05:08.94,0:05:11.62,Default,,0000,0000,0000,,one of the barriers that we may by facing
Dialogue: 0,0:05:11.62,0:05:16.33,Default,,0000,0000,0000,,is that many people\Ndon't believe in what's possible.
Dialogue: 0,0:05:18.96,0:05:21.32,Default,,0000,0000,0000,,But thankfully, I feel \Nthat the tide is turning
Dialogue: 0,0:05:21.33,0:05:25.44,Default,,0000,0000,0000,,and more people are believing\Nin what's possible in their own lives,
Dialogue: 0,0:05:25.45,0:05:28.99,Default,,0000,0000,0000,,for our communities, and for our planet.
Dialogue: 0,0:05:29.19,0:05:33.64,Default,,0000,0000,0000,,And so, let's keep on believing \Nthat we can make the possible our reality.
Dialogue: 0,0:05:34.19,0:05:35.59,Default,,0000,0000,0000,,And let's make it happen.
Dialogue: 0,0:05:35.59,0:05:37.04,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:05:37.04,0:05:39.04,Default,,0000,0000,0000,,(Applause)