ON THE MOVE! The STM unveils its strategy to promote the use of public transit

“The STM has a major role to play with regard to sustainable development in the Montréal region. Public transit is one of the most effective ways to reduce greenhouse gas emissions related to transportation. It has a direct and positive impact on the quality of life of all citizens,” stated the Chairman of the Board of Directors of the STM, Mr. Michel Labrecque.

A society in motion

The quality of the environment greatly concerns the citizens of Montréal. However, the population does not spontaneously associate the use of public transit with an action to help the environment. The STM will therefore promote its new services and its eco-friendly practices and, above all, it will present the facts on the environmental benefits of public transit.

“The conditions are extremely favourable for public transit. The fluctuation in the price of fuel, environmental pressures on a global scale, the growing traffic problems in Montréal and the questioning of anything to do with cars are ideal business opportunities to increase the customer base. The STM therefore invites the population to join in this vast common movement,” added Mr. Labrecque.

The STM (the “we” in blue) and the population (the “you” in yellow) are committed (the environment in green) to opening a dialogue (the chevron integrating the three colours). On one hand, the Société is continuing to increase its service offer based on the various needs of its clientele, while applying environmental measures in its daily activities. On the other hand, it is inviting the population to do its part for the environment by choosing to travel by public transit.

Information and communication activities

The Société will co-ordinate its messages to its clientele and will use advertising and promotional tools already at its disposal within its bus and métro network. It will also take advantage of all its normal communications in the mass media to provide information to the public. It will also continue its event-related associations to promote its role as an official transporter in Montréal. Finally, as of May 18, the STM will launch a completely new site (www.mouvementcollectif.org) to engage in a dialogue with the population on the efforts, events and measures that it undertakes to preserve the environment and improve services.

Implementation of new services

“The efforts undertaken over the past two years by the STM in relation to service improvements in both the métro and bus networks are already showing very promising results. Following exceptional growth of 5.3% in ridership since 2007, the STM intends to continue its service improvement program, financed in equal parts by the Ministère des Transports du Québec and the City of Montréal. The above increase represents two-thirds of the objective set by the Quebec Public Transit Policy,” explained the Chairman of the Board of Directors. In 2008, the Société broke a record unequalled since 1949 by providing 382.5 million trips. The acquisition of more than 1 000 new buses and the arrival of 202 articulated buses between now and the end of 2011 will enable these efforts to continue.

Sustainable management at the STM

Sustainable development is central to the Société’s mission. Among the green actions undertaken are fueling the entire fleet of vehicles with biodiesel, ecological driving, the introduction of biodiesel-electric buses, the retreading of bus tires and the construction of a green building, the Legendre bus depot.

“One cannot conceive of the economic, social and environmental development of our cities and agglomerations over the next twenty-five years without the qualitative and quantitative deployment of public transit. These will require collective effort and support. This is why we are creating this common movement. Join us!” concluded Mr. Labrecque.