Break the Mode: Alternative Transport Marketing & Outreach Program

Project Leads: William Riggs, Seamus Wilmot, Jennifer McDougall, Jessica Kuo

Sponsor: Capital Projects, Physical & Environmental Planning, Parking & Transportation

Break the Mode LogoTGIF Grant: $7,000

Project Theme: Transportation

Project Location

2012 Application Submission

Application Metrics

Status: Complete

Project Description: Funding will be used four student interns charged with conducting a transportation survey and creating a marketing and outreach program to assist commuters with switching to alternate modes of transportation.

Goals: Provide UC Berkeley commuters the information, tools, and encouragement needed to make a mode shift, and to provide a replicable process for doing this type of marketing and outreach throughout the UC Berkeley campus. Assist Parking & Transportation with meeting campus needs as outlined in the Parking and Transportation Demand Management (PTDM) Master Plan. Assist UC Berkeley in meeting commute-related greenhouse gas reduction goals. Possibly reduce the demand for additional parking inventory by providing education on alternative transportation. Gather information on how successful a personalized and focused marketing campaign may be at changing long standing commute mode choices and how to change these choices. Survey existing users of the University Hall Garage and survey those who will be moving into the Helios and Li Ka Shing buildings.

Project Timeline
BTM Phase I
BTM Phase II

TGIF Blog Posts about Break the Mode

2013 Project Poster

2012-2013 Accomplishments

  • Designed logo and educational materials.
  • Designed project plan.
  • Hired Break the Mode student interns.
  • Wrote an article for the Fall TGIF Newsletter.
  • Preliminary occupancy Surveys of University Hall were conducted to collect quantitative metrics.
  • Event invitations for Break the Mode Outreach event at University Hall garage were sent to University Hall garage users.
  • Break the Mode EventHeld a Break the Mode Event at University Garage on 10/31/12.
    • 22 people signed up for Break the Mode custom trip planning assistance.
    • 5 onsite signups for the BearPass.
    • Photos from the event can be found on the Break the Mode Tumblr site.
  • Successfully applied for a 2012 Mini-Grant in October.
  • Held a second Break the Mode Outreach event at University Hall on 2/27/13, regarding the closure of University Hall Garage.
  • Project leader Jessica Kuo presented on Break the Mode at the 2013 CED Circus and the 2013 UCTC Conference.
2013 CED Circus Break the Mode Presentation

Mission Statement

The Green Initiative Fund (TGIF) provides funding for projects that reduce UC Berkeley's negative impact on the environment and make UC Berkeley more sustainable. TGIF will allocate funds to projects that promote sustainable modes of transportation, increase energy and water efficiency, restore habitat, promote environmental and food justice, and reduce the amount of waste created by UC Berkeley. Portions of the fund also support education and behavior change initiatives, student aid (via return to aid), and internships. TGIF is supported by student fees and administered through a student-majority committee and a program coordinator.