Way to Go! Social Marketing Alternative Transportation Program

Project Lead: Natalie Nava
Sponsor: Parking & Transportation
TGIF Grant: $14,500
Project Theme: Education & Behavioral Change
Project Location: Berkeley, CA
Status: In Progress
Project Description: The Social Marketing Program aims to brand Cal's alternative transportation programs and reward people by creating fun opportunities through events and a commuter club. Social marketing experts state that changing people’s travel behavior to alternative modes requires regular marketing to target audiences that make the desired behavior (ie. riding a bike or carpooling with a fellow graduate student) fun, popular, and easy. By branding the current Parking & Transportation program under one name, addressing gaps in knowledge through new technology, and conducting both online and in-person outreach, the project's aim is to shift the current Single Occupancy Vehicle (SOV) rate (ie.“drive alone” rate) from 42% to 41%. Parking & Transportation will be investing in various programs that address gaps in information, and will utilize TGIF grant funds to support this investment through online and offline marketing lead by two student marketing interns.

Goals: To shift travel behavior by 1% through increased marketing by two student interns; to create opportunities for two student interns to learn social marketing for a behavior change program.

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.