Strive to Not Drive
The Strive to Not Drive project is a community-based social marketing project focused on inspiring and incentivizing Denver residents to walk, bike or ride transit instead of driving alone. Individuals reduce travel expenditures and CO2 emissions, while contributing the community benefits of reduced traffic and increased air quality.
Results of Strive to Not Drive include:
- Over 16,000 households reached
- 2,880 project participants, with over 1,451 ordering individualized travel info.
- A reduction of 3,432,671 vehicle miles traveled and 318,906 single-occupant trips amongst project participants.
- Avoided CO2 emissions of over Over 7,800 metric tons
More About Strive to Not Drive
The Strive to Not Drive project receives Federal Highway Administration funding through its Congestion Mitigation and Air Quality Improvement (CMAQ) program, and the project is part of Groundwork Denver’s ongoing Denver Climate Challenge. Strive to Not Drive is available in the neighborhoods of:
- Jefferson Park
- Chaffee Park
- West Highland
- Sloan’s Lake
- West Colfax
- Villa Park
- East Barnum
Through the Strive to Not Drive project, residents are provided and support to facilitate trying different travel modes to get around town to work, shop and play. Information includes maps, guides, online resources, smart-phone apps and personalized trip planning, which help northwest Denver residents to travel by foot, bike or transit. Residents requesting information are also offered an incentive to help use their chosen mode of travel; participants can chose a pedometer, LED safety band or RTD round-trip fare.
Another major Strive to Not Drive component is hosting hands-on activities and business/neighborhood challenges. Activities include Transit Ride-abouts, bike giveaways and Fix-A-Flat clinics. Business/neighborhood challenges have included Earth Day in the Highlands Square area, Car-Free Day in the Berkeley retail corridor on Tennyson, Denver’s Bike to Work Day, and Re-Imagine West Colfax.
Community-based social marketing is the systematic application of marketing focused on changing peoples’ behaviors and actions to accomplish a social good (in this case, a reduction of vehicle miles traveled and single-occupant vehicle trips) by using a variety of tools such as support, prompts, incentives, social norming and individualized marketing. Individualized marketing is the individualization of products, including individuals being able to directly talk with suppliers to fulfill their wants for the required product. An example is personalized trip planning where a travel route is individually tailored to incorporate a person’s starting/ending locations, specific mode of travel, and any other unique characteristics (e.g., must use only designated bike routes).
The City of Denver’s Public Works Department has dubbed the northwest neighborhoods area as the Northwest Travel Shed, loosely bordered by Sheridan Boulevard and Harlan Street to the west, 52nd Avenue to the north, I-25 to the east and Colfax Avenue to the south. The travel shed includes a large percentage of residential areas that value the walkability of their neighborhoods. Blueprint Denver designates much of this travel shed as an “Area of Stability,” although isolated “Areas of Change” exist.
Growth in person trips by the year 2030 is modest compared to other travel shed study areas, and trips to and from Downtown Denver characterize most of the traffic in the Northwest Travel Shed. Other trip patterns include trips to the East Colfax Corridor, the Southwest Travel Shed and trips south toward West Colfax and 6th Avenue. Five major arterial roads run through this travel shed, including I-70, 38th Avenue, Federal Boulevard, Colfax Avenue and Speer Boulevard. I-70 and I-25 serve as barriers to connectivity in the Northwest Travel Shed. Federal and Sheridan boulevards are key north-south corridors, while 29th Avenue, 32nd Avenue/Speer Boulevard and 38th Avenue provide connections to I-25 and Downtown Denver.