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http://www.dailycamera.com/boulder-county-news/ci_15851771
Boulder uses car colors to discourage drivingDriven to Drive Less campaign
launches on Labor Day weekend
By Laura Snider Camera Staff Writer
Posted: 08/21/2010 10:57:13 PM MDT
Get involved
Driven to Drive Less will officially launch Sept. 4 at the Boulder Hometown
Creek Fair. But the campaign is looking for more sponsors and businesses
that want to involve their employees. Anyone who is interested should visit
driventodriveless.com or e-mail drivento...@gmail.com.
Got a blue car? The city of Boulder wants you to consider commuting sans car
on Mondays.
Red car? Take a break from driving on Wednesdays. White? Thursday is your
designated day of the week to leave your vehicle at home.
On Labor Day weekend, the city plans to launch a campaign to encourage
residents to "do their 14.3 percent" to cut down on the number of cars on
the road -- reducing air pollution, cutting carbon and road rage -- by
making a commitment to go car-free on the day of the week that's correlated
to your vehicle's color. Those that stick to their car-less commitments can
win prizes from the campaign's sponsors.
"We want to attract people to something other than driving for one day a
week or more in a fun easy way," said Cris Jones, a transportation planner
with the city's GO Boulder program.
Participation in the program -- called Driven to Drive Less -- will be
voluntary, and so is the day that participants choose to take a break from
being behind the wheel. (There's no penalty for red-car-owning participants
who commit to being car fee on the white-car day.)
The connection to car colors -- and the program's whimsical Web site,
driventodriveless.com -- is part of an intentional drive by the campaign's
designer, Sukle Advertising, to give a light-hearted feel to car-cutting
movement.
When the city, which is paying for the bulk of the program with a $105,000
Federal Congestion Mitigation and
Westbound traffic is backed up on U.S. 36 from the Davidson Mesa to the
Cherryvale Road bridge in May. In two weeks, the city of Boulder plans to
launch a campaign to encourage residents to reduce air pollution by making a
commitment to go car-free on the day of the week that s correlated to your
vehicle s color. ( PAUL AIKEN )Air Quality Program grant, put out a request
for proposals to run the Driven to Drive Less campaign, they got a lot of
applications from traditional transportation consulting firms. Those
proposals tended to be a little heavy on the wonky transportation jargon and
a little light on the catchy inspiration that might actually stick with
local drivers, Jones said.
So the city chose Denver-based Sukle Advertising, the firm responsible for
Denver Water's "Use Only What You Need" campaign, which included billboards
that read, "Grass is dumb. Water 2 minutes less. You're lawn won't notice,"
among other slogans.
"They were behind that campaign and everybody knows about it. It got people
thinking," Jones said. "They are really good at creating buzz around
changing behavior."
The idea for Driven to Drive Less is rooted in the one-less-car programs
that have existed for years in several large U.S. cities, such as Seattle
and Chicago. But unlike Boulder's concept, most of those programs ask people
to give up their cars for a month or even a year. In Seattle, the incentives
for people who "break up with their cars" by selling them and agreeing not
to buy a new one for a year include discounts to local car-sharing services
and vouchers for the public transportation system.
"This is a different approach to the same theory," Jones said of the Boulder
campaign. "Those programs have several hundred participants and we're
looking for several thousand. "
If 2,800 people participate in Driven to Drive Less, that effect will be
equal to taking 400 cars off the road, according to the city.
Jones said he didn't have information on the success of the one-less-car
programs operating in the United States, but he pointed out that many of the
programs have been around for years. The Seattle program is almost a decade
old.
Philip Winters, director of the Transportation Demand Management Program at
the University of South Florida's Center for Urban Transportation Research,
said he's never heard of a strategy similar to the one Boulder's proposing.
But he is familiar with a number of existing programs that encourage people
to voluntarily not drive on "ozone action days," and those programs have
seen some results. Still, he said Boulder shouldn't expect to see "huge
shifts in travel behavior overnight."
"The overall effectiveness probably depends on the involvement of the
community and the availability of viable options such as transit service
from home to work," he said.
Other support structures that will likely help Driven to Drive Less thrive
include employers who are willing to let employees telecommute; the
existence of emergency-ride-home programs that prevent participants from
being stranded if, for example, a child gets sick; and an infrastructure
that allows for safe biking and walking.
One of the existing programs in the world that may be the most similar to
Boulder's Driven to Drive Less is based in Seoul, South Korea, where
residents are encouraged to register online and pledge to not drive on a
chosen day of the week. Participants are given an electronic tag to put on
their windshields that can track compliance.
Seoul's " No Driving Days" program began in 2001, but a study published last
year in the journal of the Transportation Research Board found that the
campaign had only reduced daily car use in the city by 1.3 percent.
Boulder will have a year to see how the campaign works until federal funding
runs out. If it's successful, the city hopes more local businesses will step
up to sponsor the program and keep it going.
Boulder resident Maggie Korey -- who works from home and can sometimes go
days without driving -- said Friday she didn't think a designated car-less
day of the week would work for her.
"I don't think I could do it," she said. "I'm not going to reschedule a
meeting or anything."
Matt Bonoma, who was sitting with Korey on the Pearl Street Mall, agreed.
"I think it a fun, interesting idea," Bonoma said. "But I don't know that it
would change my driving habits."
Contact Camera Staff Writer Laura Snider at 303-473-1327 or
sni...@dailycamera.com.
Read more: Boulder uses car colors to discourage driving - Boulder Daily
Camera
http://www.dailycamera.com/boulder-county-news/ci_15851771#ixzz0xLlwsvLY
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