Playful solutions for sustainable travel by the Amsterdam University of Applied Sciences
During peak times, about 100.000 to 150.000 people move in and out of the ArenA-poort area in Amsterdam-Zuidoost. With three big event locations, the Johan Cruijff ArenA, AFAS Live and Ziggo Dome, there aren’t just mobility problems, but there is also an impact on the environment – about half of the visitors travel to the area by car.
The organisations in the area have been fighting for more sustainable and smart mobility for years, to unburden the area and the planet. In May 2022 multiple parties have signed an initiative to have travellers visit to and from events without any Co2 emission by 2023.
In 2021-2022, the research group Creative Media for Social Change and NEMO Kennislink have, together with students of the Master Digital Design and the Bachelor Communication and Multimedia design, researched how visitors can be motivated to travel to events in a sustainable manner.
The focus of the research was on developing creative and playful solutions to stimulate people to travel sustainably. There are already multiple technical solutions, and it’s necessary to understand how to get people to use them: how do you shape social innovation, so that the technical solutions actually get used? To get insights on that, the focus of the project is on the experience and the emotional involvement that visitors have when travelling to events, to develop creative interventions based on that.