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Looking back at EST social marketing

November 2015
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With all that are happening today that are related to sustainable transport, I tend to pause and look back with a smile on how it was more many years ago when we were struggling to promote environmentally sustainable transport (EST). At that time, most local government units were not yet into sustainable transport and were unaware of the principles. There were a few who already had a project or program in place but didn’t know that these were classified as EST.

CAPACITY-BUILDING AND SOCIAL MARKETING FOR ENVIRONMENTALLY SUSTAINABLE TRANSPORT

Under the project, we identified several local good practice examples for EST and invited representatives of those LGUs to spread the word to other LGUs. Those who regularly went with us to promote EST were representatives of the Marikina City Bikeways Office, and San Fernando, La Union’s City Planning Office who shared their experiences in phasing out 2-stroke motorcycle-run tricycles.

I recall that one major Visayan city wasn’t so receptive at the time as the City Planning Coordinator seemed more interested in international trainings and foreign assisted projects than the city actually developing sustainable programs and projects on its own. The irony now is that despite his being not so excited about sustainable transport that city now has good examples for EST including a bicycle corridor and pedestrian and bike-friendly riverside developments.

But there was the case of the very receptive and progressive City Planning Coordinator of another major Visayan city who helped us immensely in promoting EST. His eagerness, particularly for public transport options, paved the way for Bus Rapid Transit (BRT) to gain a foothold in the discussions paving the way for more efficient transit systems to be considered (and now planned and designed) for his city. That interest led to his city getting the attention of an international agency that brought in then former mayor and now the recently re-elected Mayor of Bogota, Colombia, Enrique Penalosa, to do talks about his city’s Trans Milenio BRT system. I remember a couple of visits of Mr. Penalosa including a series of dinner meetings sponsored by the private sector in Makati City who were interested in the Bogota’s transport success story.

We always wondered who, when and how EST would be advocated by others and particularly by a younger generation who would turn out to be more outspoken and aggressive in promoting EST. These include those calling for better public transport systems, those advocating for pedestrian and bicycle facilities, those pushing for safer roads, and those lobbying for clean air. With all that we are seeing now around us (Congratulations Firefly Brigade for a very successful Tour of the Fireflies last Sunday!) and on various media platforms, I strongly believe that we are on the right path towards achieving better quality, sustainable and equitable transport for everyone.

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