ROLE:

Strategy Lead

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AGENCY:

GSD&M

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PROBLEM:

Traffic in Austin has hit critical mass, putting severe strains on businesses and commuters. But if just 20% of commuters went to work little before or a little after rush-hour, traffic would return to normal flow.

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The Mayors office was focused on educating people on these facts. But this kind of problem was a Tragedy of the Commons - we each act in our own self-interest, so we all sit in traffic together.

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INSIGHT:

To get people to change their behavior you have to make commuting during off-hours socially desirable.

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STRATEGY:

Make alternative transportation cool, in a distinctly Austin way.

 

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SOLUTION:

• We created a uniquely Austin handle "Austin Don't Rush"

• We then partnered with local companies including Whole Foods, IBM, Facebook and Google to actively encourage "off-hours" commuting 

• Finally, we encouraged social-sharing of alternate transportation routes via key Austin influencers 

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RESULTS:

• Employers instituting work from home or "off hours" commuting saw significant reduction in employee commuting.

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• The City of Austin estimated a 23% reduction among its employees

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• #AustinDontRush saw an exponential surge on Twitter and fueled multiple conversation on social media around alternative commuting

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• Currently developing affiliate ride sharing programs around the city that use Austin Don't Rush as a rallying cry for alternative commuting services.