Currently, the Mérida Metropolitan Area has 300,000 inhabitants: Due to the increasing mobility demands placed on the system by Mérida residents, it has implemented a mass transport system in the city - a project initiated in 1997, and implemented beginning in 2000. There have been three different government efforts that have raised expectations to the level of ultimately generating discontent and impatience among residents. For this reason, it is necessary to inform, educate and raise awareness, so that residents are prepared for change. It is also important to establish popular acceptance and instill patience, so that the proposed service is initiated by the second half of 2006.
Background & Objectives
- Inform, educate and make citizens aware of the program, creating a new culture of mobility and a new awareness in the city;
- Documentation of activities in order to receive inputs for future educational and institutional campaigns, in general;
- Promotion of alternative means of private transport for the purposes of providing the citizen with sustainable mobility, and at the same time, encourage the responsible and rational use of the car, informing the citizen of the impacts of this mode on environmental quality.
- Stimulate the continuity of activities related to sustainable mobility, with the intent to inform people of the benefits generated by these and its effects on the investment of alternative means of transport, e.g., considering a focused effort on two ¨parroquias¨ per month up until the inauguration of the trolleybus.
- Citizen awareness campaigns: Day of the Child (17th July), Mobility Week (18th to 25th September) and A More Humane Mérida (October 2005 to June 2006).
- Beginning with Mobility Week, local facts and figures to convince the public that there are problems, i.e., a contention supported by the President of TRÓLMERIDA and other public sector officials.
- Campaigns designed to demonstrate how residents can resolve problems at the local level; during the year leading up to the opening of the system, Humane Mérida provides some continuity in the implementation of community programs. >
- For local campaigns, use messages that have local significance (e.g., the health and safety of school children, or employee health and its effects on company productivity and quality of life).
- Photography Contest: central theme of Sustainable Mobility Week in Mérida.
- Planting of 30 trees to call attention to the ecological campaign and the Mission Bucare (plant 2 million trees in one year)
- Sensitivity course for operators was administered to 510 persons
- 311 of these were transport operators and the rest were from government institutions
- Community discussions each night, i.e., involving communities, transport professionals, key players in Mérida and government representatives
- First In the City Without My Car! Day, with the partial closure of the historic city centre, allowing the movement of busses and taxis, among numerous alternatives to the automobile
- Cultural activities and the signing of A More Humane Mérida Agreement
- The first Sustainable Mobility Seminar, featuring the participation of 100 persons and presenting issues related to Integrated Policies of Transport and Sustainable Urban Mobility
- Closing ceremonies of Mobility Week in Mérida, with sporting activities in the morning and cultural events in the afternoon and evening in the historic centre of Mérida, where there was a closure of streets to traffic, in order to allow pedestrians, bicycles to circulate