This literature review was written to inform a message guide for technical experts, communicators and advocates working to deliver urban mobility solutions that grow the share of travel by public transport, walking and cycling. Its purpose is to help us use more effective strategies to: improve people’s understanding, based on best evidence, of why a shift in transport modalities away from cars and towards active and public transport is needed; help people designing and leading the shift to have better conversations with the public; motivate people to act in support of these shifts.