URBAN MOBILITY ACADEMY conference (4 - 5th October 2018, Třebíč) for those "not in the know". The conference should be the highlight of the whole educational programme. We tend to invite especially those who are less or very little informed about the urban mobility issue. On the contrary, lecturers will be those who went through our course, local policy makers and planners, not transport experts. This step will enhance the idea of changing local governance structures. Information is important but useless without system changes.