St Kilda Foreshore 'Just Look' Campaign
Jonathan Daly and Sooz Lomas (while at GHD) were engaged by the City of Port Phillip to help design a behaviour change intervention to address conflict between pedestrian and bike riding users of St Kilda Foreshore.
The intervention was focused on the area of highest people activity along the foreshore, characterised by several seafront restaurants, cafes, bars and directly opposite the beach. The principle cause of conflict was arising from the interaction between pedestrians crossing over the foreshore to the beach into the path of bike riders traveling along the foreshore shared path.
Jonathan Daly facilitated a co-design workshop with Council officers to rapidly design the intervention using a behaviour change design framework. The outcome of the process resulted in the creation of the 'Just Look' campaign.
The campaign comprised a range of interventions. The focus of which was the design of behavioural graphics - time and space prompts - strategically situated to engage the key actors and remind them to look for other users of the foreshore before crossing or changing direction on the shared path. The graphics were first prototyped and then refined. The design attempts to draw an association with lifeguards and the idea of concern and watching out for others. At the same time the use of 'eyes' was intended as a subtle prompt to look around. A further (experimental) element of the design involved the 'But your are free' compliance technique, which changes the nature of the prompt from a direction or order to a choice.
Further elements of the overall intervention included the use of 3D chalk art to engage users and open a discussion with them about the issue and what they could do to help. To complement these interactions shared path etiquette guidelines were developed and posted on the Council website.