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6. Social Marketing of the "Transportation Cocktail" concept to young adults

Social Marketing of the "Transportation Cocktail" concept to young adults

What are they doing?

This project makes individuals aware of the environmental, social and economic issues related to transportation, the impact of their habits on greenhouse gas emissions, sustainable alternatives to solo car use, and the advantages of using a "transportation cocktail." The "transportation cocktail" concept emphasizes that regardless of where you live, alternative modes of transportation are available and more sustainable than the private car. This does not mean abandoning the car; it means different and smarter car use mixed with other modes of transportation such as public transit, cycling and walking.

Expected results include reducing the use of private cars, mainly by 19 to 25-year-olds and university students in particular. Equiterre is developing social marketing strategies to make young adults more aware of the advantages of not owning a car or owning just one car per family rather than two or more.

What did the project accomplish?

The campaign was built around the concept of a "transportation cocktail" that emphasized the mix of healthier alternative transportation available to students regardless of where they live and suggested that making good travel plans was like mixing a good cocktail. The campaign does not require abandoning the car, but rather mixing its use with other modes of transportation such as public transit, car sharing, car pooling, cycling and walking. Notable results include:

• 78,000 reached directly through info kiosks, conferences, events and the project website
• 50,000 project post cards distributed
• 14,725 info pamphlets distributed
• 536 strategically placed transit ads and 28 bus shelter ads at universities and student housing areas
• 3,600+ visits to website during campaign month
• 24 government, corporate and non-profit partners will continue to assist with future project phases
• Innovative, effective and professionally coordinated social marketing campaign targeting university and college students
• On-line economic and environmental calculator to compare costs of car oriented transportation vs. more sustainable choices
• Comparison of 2003 and 2004 university student surveys indicated 5% increase in respondents putting off buying a car permanently or temporarily

Where can you find more information?

Equiterre - Sustainable Transportation (available in French only)

Date modified:

2010-07-22

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