Guidelines on communications regarding CCAM-based public transport
Pre-service information and communication
with users and the general public
Target audience: Policy makers, Transport authorities, Operators
- Policy makers at national and local level: Wider communication to society through awareness campaigns, real demonstration of CCAM that people can see and use, answers to frequently asked questions or citizens’ concerns, is important to build trust, combat false or misleading information and address genuine concerns.
- Raise awareness and acceptance not only for the people who might use the services, but also for the public and other stakeholders. Increasing awareness and confidence among citizens can be reached by several methods: demonstrations and roadside testing, human service personnel and press/media articles and advertising. For all strategies, it is important to promote the benefits of using CCAM and actively break down prejudice (e.g., data privacy concerns and fear of hackers, security concerns). Awareness should emphasise real benefits for potential customers, such as flexibility, security and convenience.
User involvement in design:
Target audience: Vehicle manufacturers, Transport authorities
- Actively involve people with special mobility needs in the design process of automated transport vehicles and services through co-design and prototype testing to ensure the services meet their needs.
- Co-creation not only for vehicles but also infrastructure, information provision, software design, payment systems, etc.
- Consider vehicle design with respect to staffing: Will there be a driving position for a safety driver? A remove operator functionality? Space for an on-board assistant or steward?
Promote active participation:
Target audience: Policy makers (National/Local, PT operator), Infrastructure managers
- Organise meetings with citizens to obtain feedback on their needs and concerns, so as to improve the integration of automated minibuses into the public transport system.
- The establishment of an advisory panel composed of people with mobility challenges is recommended to develop the campaigns. In such a context, the role of public authorities and operators is crucial. They can fund campaigns, providing financial support to sustain awareness efforts. They can coordinate efforts, conveying messaging consistency and targeting the right audience. They can also collaborate with stakeholders, establishing partnerships with industry operators, technology companies, and user associations, enhancing in such a way campaigns effectiveness.
Information and communications for passengers
and potential passengers
Target audience: Policy makers, Transport authorities, Operators
- Information must be clear, multimodal, and context-adapted. Many users, especially those with cognitive or sensory impairments, struggle with dense text or overly technical terminology. Layered information strategies should be implemented: using symbols, plain language, audio support, and video content to allow users to choose their preferred level of detail. Real-time updates (e.g., delays, re-routing) should be displayed in accessible formats both onboard and at stops/stations and ideally pushed to users via accessible mobile apps or voice systems.
- Emergency protocols must be designed with universal communication in mind. Users expect automated vehicles to provide clear, calm, and multisensory alerts in case of incidents, including visual displays, vibration cues, and audio messages in multiple languages. Participants to the engagement sessions also stressed the importance of redundancy: users must have at least two ways of receiving emergency instructions. A direct two-way communication with an operator (not just pre-recorded messages) is needed in case of emergency, to gain reassurance and support tailored to users’ needs.
- Passenger identification technologies using AI could be used to identify passengers with certain needs. This can be a useful tool but also raises privacy concerns, and people might not wish to be “identified” as having specific needs by such technology, based on their look, profile or behaviour. AI recognition of physical appearances (e.g. a wheelchair user) does not always translate into catering for needs (e.g. different levels of mobility of wheelchair users). Such passenger identification should prioritise voluntary self-identification, allowing users to select their preferences or needs via apps or terminals in advance or anonymously when boarding.
- CCAM services must be built with accessibility, affordability, and ease of use as core design principles — not add-ons. Engage vulnerable groups early to avoid exclusion by design.
Staff training:
Target audience: Transport authorities, Operators
- Training of CCAM-related staff (technical, support, and remote personnel) must go beyond technical skills and include soft skills in communication and disability awareness. Training modules should be co-developed with users, and regularly updated based on lived experiences, ensuring respect, empathy, and adaptive communication (e.g., not assuming all wheelchair users require help).