This was the fourth year of the clean air force's "don't drive 1-in-5" campaign, a voluntary no-drive day program in phoenix, arizona. The campaign maintains a high level of awareness of 95%. Opinionsare positive, with 89% indicating a favorable rating and 59% sayingthe campaign is likely to lower pollution levels. Half of the commuters indicated that it would be possible for them to rideshare at least once a week. Research also indicates a substantial increase in the number of people participating in alternative modes. This year, 36% of commuters used alternatives to driving alone (21% carpool; 15%bus, bike, and walk combined), up 80% from a year ago when only 20%of commuters used alternatives. The number of trips made by alternatives is also increasing, from about 18% of trips last year to this year's 22%. Commuter behavior changes are not expected to take placeovernight, especially with the external factors working against them, including a decline in the price of gasoline from 1973 (inflation-adjusted), lack of density in residence and work locations, and lack of valley-wide bus service and bikeways systems. Over the past 2 years, an increase in bus ridership of 36.5% Has been achieved, including a 13.3% Increase this past year. The average number of riders has increased from 76, 470 two years ago to 104, 400 this year, an increase of 27, 930 riders each weekday. Transit systems that enjoy ridership increases at all are achieving 2 to 5% boosts. All-day traffic counts did not exhibit statistically significant changes this year; however, an estimated reduction in peak period traffic of 2 to 3% occurred, equivalent to all-day reductions of 405, 000 mi traveled and 5 tons of carbon monoxide emitted. Employers more than doubled theirparticipation in the "challenges, " the 1-week competition for the highest participation rates. Almost 100, 000 employees from 81 employers participated. Community-wide events were aimed at getting people to try an alternative. Free bus day was a success with a 33% increase in ridership. Bike-to-work day and blue ribbon day, 1-day community-wide challenges, were also successful. The media task force playeda major role in the success of the campaign and donated 1, 803 radioand 1, 935 tv public service announcements valued at over $750, 000. Some 150 campaign volunteers helped expand the level of participation and in-kind services; donations totaled more than $202, 000. This paper appears in transportation research record no. 1321, Rideshare programs: evaluation of effectiveness, trip reduction programs, demand management, and commuter attitudes 1991.
Abstract