Description / Synopsis
Every day 50,000 commuters travel to Boulder, Colorado for work. In one year, that means each commuter produces more CO2 than a round trip flight from Los Angeles to London.
Something had to be done.
Joining forces with the City of Boulder, we made a game out of people giving up their car at least one day a week. A game that everyone who played won. Assigning participants a carless day based on their car’s color (if it worked with their schedule), program participants gave their cars a day off and commuted by alternate modes of transportation—be they bus, bike, foot, carpool, freight-hopping, rickshaw or pogo stick. We recruited local companies to provide incentives that made that day of the week more enjoyable.
To get the word out we created a presence across multiple media, including a website with carless resources galore, an online community, member social events, print and non-traditional work, and recruiting like-minded sponsors to give incentives to carless participants.
One day a week. That’s 14.3% less congestion, parking tickets and road rage. And 14.3% more good karma.