I love the creativity, but I love being a wet blanket more. I think this kind of behavior change marketing is just too hard. These programs take a lot of marketing and tracking, but often involve far fewer than 100 participants, and there’s no clear long-term impact.

Better to work on building the permanent infrastructure to support or coerce a low-car lifestyle – bike facilities, bike parking, carsharing, sidewalks, transit service, parking pricing.