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The Intelligent Travel project in York tested personalised travel planning on 5,701 households, resulting in a 16 percentage point reduction in car trips and a 28 per cent reduction in car distances driven among the intervention group. The study found that targeted incentives, particularly free bus passes and pedometers, effectively increased bus and walking trips, while cycling and car-sharing incentives had less impact. The report argues that such 'soft' behavioural interventions are highly cost-effective compared to traditional road-building schemes and can be scaled up to significantly reduce urban congestion and air pollution.