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The Panel considered a report providing an update on the DEFRA funded air quality
behaviour change projects, covering roadside signage, the CAReless Pollution
Campaign, and the Homeburning Campaign, together with a new funding bid that is
currently being considered by DEFRA.
Emily Harrup, Transport and Sustainability Joint Lead, attended the meeting to
present the report and assist the Panel with its enquires. The Panel heard that air
pollution contributed to 36,000 deaths every year, at a total cost to the National
Health Service (NHS) of £157m per year, and 1 in 20 deaths in Colchester were
linked to poor air quality. There were currently 3 Air Quality Management Areas in
Colchester, and it was considered that disadvantaged communities were most likely
to be affected.
Belinda Silkstone, Environmental Protection Manager, attended the meeting and
addressed the Panel. The Panel heard that there were 65 diffusion tubes within
Colchester which measured the pollutant nitrogen dioxide at various points across
the borough, together with a continuous monitoring station at Brooke Street. An
annual status report was produced for DEFRA including monitoring data and any
actions which had been taken under Colchester City Council (the Council)’s Air
Quality Plan. This report was appraised by DEFRA, who indicated whether or not
they approved the actions that had been taken with regard to air quality in the city.
The DEFRA grant bids which had been made were to support work undertaken with
respect to Colchester’s Air Quality Management Areas, and although it was not
possible to influence infrastructure within the city as the Council was not the Highway
Authority, it was possible to influence behaviour in a bid to improve air quality.
Overall, air quality was improving, but there remained some hotspots, and these
hotspots were identified to the Panel on a map of the city centre. Air quality was
improving, and in 2021 exceedances had only been registered in Osborne Street,
Mersey Road and the end of Brooke Street.
Emily Harrup advised the Panel that the first DEFRA funding had been received in
2019, and since then 4 successful bids had brought in over £746,000 in funding
towards behaviour change projects. It was considered that the successful bids had
bene supported by the Council’s asses-based community approach to tackling
pollution, working with communities and taking an educational approach. Awareness
of the harm caused by air pollution had increased, and the quality of the air had
improved.
The Panel received an update on the Council’s roadside signage project which
considered how psychological behaviours change messages could be used in road
signs. The project was in partnership with the University of Essex, who were able to
explore the impact of the signage on the number of drivers switching off their
engines. The messages used were grounded in different psychological approaches
to social influence, and these had already been proven to be successful in short term
trials. It was, however, the Council’s intention to determine whether these behaviour
changes could be sustained over a longer period of time. Signs had been positioned
at 3 locations, East Gates level crossing, and the north and south side of Brook
Street, and the study was carried out between February 2021 and September 2022,
when data from over 150,000 vehicles was collected. The data collected showed that
the signs had triggered a distinct increase in the number of drivers switching off their
engines with a peak average being a switch off rate of 26%, which represented an
increase in engine switch offs of 11% compared to baseline data. Colchester’s was
the only long term study on the effectiveness of signage, and it had produced similar
results to short term studies in this area in terms of the number of switch offs. It was
therefore proposed to make the signage a permanent feature, with further
consideration being given to additional signage in other areas of the Air Quality
Management Area. Signage was cost effective and low maintenance, it had been
demonstrated that long term static signs were most effective, and the most effective
messages had been encouraging drivers to join in with others (social norms). An
additional message had been trialled warning motorists of the dangers to their health
caused by idling and this had been a very successful message.
With regard to the Council’s CAReless campaign, a film had been prepared
demonstrating residents making use of the toolkits which had been provided by the
Council and which would be circulated to the Panel after the meeting. Businesses
had been approached to engage them with the project, including delivery drivers who
were perceived to be a penitential issue with regard to idling. Results from the first
12 months of the project, with 56% of drivers saying that they were switching off their
engines more often, increasing to 65% outside schools. The campaign had received
national recognition and had been highly commended in Edie’s National
Sustainability Leaders Awards 2022.
The Panel heard that an additional project which had been run from December 2021
to March 2022 had been the Homeburning campaign which had sought to raise
awareness of the health impacts of home fires and log burners. Castle and
Christchurch wards had been targeted as these were found to have the highest
numbers of burners, with users being encouraged to take positive action to ‘burn
safe, burn better, burn cleaner and burn less’. Homeburning events had been
delivered at a number of locations, and had been well attended, with a 19% increase
in awareness of the dangers of home burning being recorded. It was intended to re-run the campaign over the Christmas period 2023, and a particular are for concern
was the indication that people would open up their fireplaces as these were seen as
a potential free or cheaper source of heat.
Care had been taken to promote the legacy of the campaign in local communities,
and street scape messaging was planned in conjunction with a local artist, and work
supporting Clean Air Colchester would be ongoing. Other local authorities had
approached the Council seeking advice on the methods that had been used and
other areas of good practice.
An additional bid for funding had bene submitted to DEFRA for £310,770, and it was
hoped that this money would be used in conjunction with planned infrastructure
changes to fill gaps in knowledge, resources and support, with a focus on travel
behaviour change for journeys up to 3 miles from the city centre.
The Panel was interested in the contact which had been made with Deliveroo, and
wondered whether there was a designated place for delivery drivers to be able to
park without fear of receiving fines while they waited for food to be prepared. It was
suggested that those working in the gig economy should not face the fear of fines
while they were working, and it was considered that engines may be left idling in a
bid to avoid receiving a parking ticket. A Panel member noted that the volume of
delivery drivers who could be parked on the pavement at any one time could be a
source of anxiety for pedestrians and wondered whether a firmer approach to this
issue may be appropriate, or whether delivery companies could be encouraged
towards more environmentally friendly transport options like e-bikes. Emily Harrup
advised the Panel that it was intended to work closely with Deliveroo and other
delivery companies in the future, and a wide range of options would be considered.
Mandy Jones reminded the Panel that DEFRA favoured an educational approach to
the issues which had been raised, with particular focus on behavioural insights and
behaviour change. The methods which had been used by the Council to tackle air
quality issues had been successful in instigating behaviour change and raising
awareness of air pollution issues. Studies which had been carried out in other local
authorities demonstrated that the use of enforcement practices to encourage
behaviour change had not been as effective, although all options would be
considered by the Council. The Panel heard that the work which had been
undertaken was nationally recognised, and Emily Harrup was highly lauded and had
been invited to speak at conferences, explaining the projects which had been
undertaken.
In discussion, the Panel sought clarification on evidence showed that sustained
signs long term would have a continuous benefit, and it was confirmed that the study
did show that long term signs which were based on psychological messaging were
effective. It was suggested that methods for reducing carbon in the atmosphere
could be considered as part of this work, but the Panel heard that DEFRA did not
provide funding for projects aimed at reducing pollution already in the air, but only
those which sought to remove or reduce pollution at source. A Panel member noted
that there was a significant space at the top of Brooke Street which was owned by
Essex County Council Highways, and which could support the planting of a tree to
improve the area.
A Panel member suggested that additional signage could be installed further down
roads affected by air pollution, and not just at traffic lights and junctions, and this
would be explored, although the locations of signs was limited by the availability of
load bearing traffic infrastructure to mount them on.
In response to a question from a Panel member, Belinda Silkstone confirmed that
the responsibility for air quality management did with the borough authority, however,
it was anticipated that the forthcoming Environment Bill would give Essex County
Council more of a duty to work collaboratively with borough councils. Essex County
Council were putting together an Air Quality Management Strategy for Essex, and
the Council had been invited to collaborate on this.
RESOLVED that: the contents of the report be noted.