DIVERSIFY CCAM BY INTEGRATING THE EUROPEAN CULTURAL AND REGIONAL VARIATIONS IN THE DESIGN AND IMPLEMENTATION OF CITIZEN-FRIENDLY SYSTEMS TO FOSTER MOBILITY EQUITY

CCAM solutions face a significant challenge characterized by decreased societal demand due to their difficulty in effectively conveying their advantages within existing mobility systems and adapting to the diverse environments where citizens live, work, and conduct their daily activities. Diversify-CCAM has the clear objective to promote fair and accessible mobility in European regions by integrating cultural, geographical and policy aspects into the design, development and implementation of CCAM solutions. This initiative encompasses 6 European countries (Czech Republic, Greece, Italy, Germany, Spain, Sweden), collectively hosting 12 pilot sites dedicated to data collection and evaluation. In each country, there are two distinct areas under examination: one focusing on mobility of people within urban environments equipped with existing CCAM solutions and another focusing on mixed transport (people and small goods) solutions within rural or touristic areas primarily reliant on private cars. Diversify-CCAM will deepen our understanding of the diverse social contexts that influence the acceptance, adoption, and utilization of CCAM. Moreover, the project will study the surmount challenges and barriers hindering the effectiveness of shared services, especially in regions with unique geographical and cultural demands. The methodological approach involves the engagement of various user groups and stakeholders at the local level, extending their involvement to the European and international spheres through PAVE and our distinguished Stakeholder Board. This multifaceted involvement aims to positively influence public perception and reimagine the overall design and offerings of CCAM solutions. Ultimately, the project will develop a CCAM Diversification Tool (CCAM D-Tool) for transportation planners and a CCAM Diversity Observatory for the entire CCAM value chain, both focusing on achieving inclusiveness and equity within the European mobility ecosystem.