Description
These programs raise awareness of multimodal mobility options and encourage behavior change through marketing campaigns and educational events, aiming to promote mode shift. Activities such as “Bike to Work Day,” employer-to-employer competitions, and “Clean Air Day(s)” promote awareness and participation in alternative modes of transportation. Messaging during these campaigns often relates to making sustainable and healthy choices and can also include communications relating to safety.
Implementation Details
- Support education and outreach aligned with Marin Commutes.
- Develop regionally branded education kits (e.g., reflective gear, multilingual handouts, QR-coded safety maps) for distribution at open streets events and community markets.
- Partner with community-based organizations to conduct in-language education campaigns in high-VMT neighborhoods.
- Align outreach activities with VMT reduction goals and performance tracking metrics, reporting total engagement numbers.
- Leverage partnerships with MTC’s Vision Zero movement to host safety pop-ups, open streets events, and distribute visibility gear.
- Partner with community-based organizations to conduct multi-lingual education campaigns.
Mitigation Potential
Increasing awareness of mobility options, providing resources, and introducing competitions reduces VMT by increasing usage of multimodal options.
For more details, see CAPCOA, T-7. Implement Commute Trip Reduction Marketing, pg. 89-91 for VMT reduction quantification.
Linked Strategies
Equity Considerations
Use culturally competent messaging and community-driven media. Engage trusted messengers to ensure campaigns resonate with historically marginalized groups. Prioritize outreach in areas with lower active transportation rates.
Funding Sources
Developing, managing and promoting marketing campaigns require funding and staff resources, but are less costly than capital projects. Costs may be shared by many municipalities or partners within the region and can be paid for with CMAQ funding or general Planning funds. These programs are often efficient both for reducing VMT and funding when conducted at a regional scale. Funding sources include the Sustainable Communities Program (Metropolitan Transportation Commission), the Regional Active Transportation Program (Metropolitan Transportation Commission), and the Statewide Active Transportation Program (California Transportation Commission).
Implemented in TAM Area
Current TDM Implementation
Marin Commutes, managed by TAM, provides resources and runs campaigns to promote alternate commute options for the region. Efforts include seasonal campaigns like the New Year Commute Challenge and employee rewards programs.
TDM Benefit Locations
This TDM measure can be targeted at specific groups and corridors for greater impact. Potential campaign audiences include SMART riders, downtown employees, parents of grade school students, and ferry riders.