Values-based messaging and behaviour change | Wednesday 5 November 2025
What if the words we use could change the way people think about transport? This thought-provoking question guided our recent webinar, hosted by Laura Aston, featuring guests from Common Cause Australia and Victoria Walks.
We explored how the language we choose doesn’t just describe the world — it shapes it. Dr Eleanor Glenn from Common Cause unpacked the principles of values-based messaging, showing how shifting from extrinsic appeals (like convenience or status) to intrinsic values (such as community, care, and fairness) can inspire more meaningful engagement and lasting behaviour change.
Jane Holroyd from Victoria Walks shared insights from her work collecting personal stories to uncover which values truly resonate with people when it comes to safer speeds and creating more walkable communities.
Together, the discussion highlighted how thoughtful, values-driven communication can transform the stories people tell themselves about their transport options — and, ultimately, catalyse progressive change.
On Demand Video
Resources
Speakers
Dr Eleanor Glenn | Common Cause Australia
Eleanor co-directs Common Cause Australia, an organisation that helps social change agents to put values at the heart of their work.
Eleanor is a qualitative researcher and communications expert, with a PhD in climate change communications and engagement. She has led several large communication research projects focused on transport, place-making, health and equity, amongst others. She is currently supporting nonprofits, local councils and State government agencies to apply values-based messaging.
Jane Holroyd | Victoria Walks
Jane has 20 years’ experience in delivering clear and compelling content to resonate with a broad range of audiences.
She uses positive messaging, with a focus on solutions to common community challenges. This ensures stakeholders communicate in the most effective way to engage with their intended audience.
Jane leads all Victoria Walks’ messaging work that is designed to positively engage and educate communities on walking participation, along with projects to support active transport.
With a background in news journalism, Jane understands the importance of using authentic stories to connect with audiences.
Dr Laura Aston | Wayfinder Labs
Laura is the founder and director of Wayfinder Labs, a consultancy that operates at the interface of community engagement and engineering/ design disciplines to give communities a platform to cocreate street-led initiatives.
Laura is a transport planner, systems thinker, designer and facilitator. She has worked in transport and sustainability in government, research, consulting and advocacy roles, giving her a sense of both the opportunity as well as the challenges, of collaborating for systemic change. Laura obtained a PhD from Monash University for research that explored the impact of urban design and land use on public transport ridership. She is an accredited investment logic facilitator under the Victorian Investment Management Standard.
Laura adopts an approach that puts community outcomes at the heart of planning and design, while drawing on experience in research, project evaluation, systems innovation, user-centred design and transport planning.
Event Disclaimer
The views and opinions expressed in presentations and at events are those of the individual presenters and do not reflect the official policy, position, or views of the Transport Professionals Association (formerly AITPM).
We proudly support and encourage diversity of thought and perspective within our professional community. By providing a platform for a broad range of voices and ideas, we aim to foster respectful dialogue, innovation, and continuous learning across the industry.
