How do we get drivers to swap their cars for public transport? By giving them a HSL travel card with two weeks free travel-time delivered home. HSL, Helsinki Regional Transport, wanted to target drivers for the first time this spring, because traffic congestion is a real problem as Helsinki grows. We interviewed drivers about what annoyed them about public transport – they mainly had driving related complaints. They also admitted to being too lazy to find out where to get a bus pass. The campaign highlights the little annoyances of taking your own car in print, online, outdoor and on the radio.
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