Smarter Choices is an initiative to reduce car journeys through marketing and incentives that encourage journeys by means other than the private car.

The DfT have undertaken pilot studies in Worcester, Peterborough and Darlington, to encourage trips on foot, by cycle and by public transport. These initiatives have made considerable differences in terms of reducing background traffic, indicating a 7% – 8% reduction in traffic volumes.

Smarter Choices is being provided for Northwest Bury St Edmunds as part of the S106 agreement for Marham Park to assist with Travel Awareness, Active Travel promotion and Public Transport Information.