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<h2 class="hd hd-2 unit-title">4.4.1 Theory into practice</h2>
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<p>Below you will learn about a story of success of the city of London. While listening to this interview, try recalling all you have learned in this module and try identifying practices that led to the creation of new norms and values.</p>
<p>Next up is an interview with <span style="color: #000000;">Ben Plowden from Transport for London (<a href="https://tfl.gov.uk/" target="[object Object]">TfL</a>) and a </span><span style="color: #000000;"><span dir="ltr">Visiting Professor at the University College London</span>.</span></p>
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<h3 class="hd hd-2">Case of London (Ben Plowden, Transport for London)</h3>
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<p>Recap:</p>
<p>Key actions that the city of London is taking in order to incentivize walking, cycling and the use of public transit:</p>
<p>1) Understanding the barriers of desired behavior</p>
<p>2) Identifying the areas of opportunity</p>
<p>3) Gaining and leveraging ongoing political support</p>
<p>4) Applying multiple tools from the transportation toolbox (change in infrastructure, congestion pricing, public awareness campaigns)</p>
<p>5) Mixing the use of "hard" and "soft" measures</p>
<p>6) Enforcement and incentive strategies</p>
<p>7) Increasing the budget for 'non-motorized' investments</p>
<p>8) Considering impacts on environment and equity</p>
<p>The above points are a very simplified list of things that must happen to produce a substantial change in travel behavior. As you can quickly see, the list does not focus only on behavioral economics but incorporates everything we have learned in previous modules: land use, urban form, pricing and business models.</p>
<p>Now take a look again at the <a href="https://www.sharedmobilityprinciples.org/" target="[object Object]">Shared Mobility Principles</a> and try comparing them with the principles that were guiding officials in the city of London.</p>
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<h2 class="hd hd-2 unit-title">4.4.2 Cliffhanger</h2>
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<p>You have just arrived to the last video in week 4. Check out what we will talk about next week.</p>
<p>See you again soon!</p>
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<h3 class="hd hd-2">Cliffhanger time</h3>
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