Best-Work

Reducing traffic congestion and pollution with commuter-friendly employee benefits.

Challenge

Client: Best Workplaces for Commuters (funded by US EPA and US DOT)

How do we convince large organizations to offer their employees commuter benefits?

Solution

For business decision makers, quantified and articulated the bottom-line value of offering better commuter benefits to employees. Benefits included:

  • Increased worker productivity, stronger recruiting and employee retention
  • Reduced demand for expensive parking solutions
  • Tax incentives
  • Reduced gasoline demand, greenhouse gas emissions, and air pollution
  • National recognition and positive press

Developed tailored content and messaging targeting various audiences for use in direct mail, email, and website

All design elements and messaging leveraged lessons from social psychology, behavioral economics, and the science of human decision making, including…

  • Providing clear, straightforward, actionable instructions
  • Quantifying the economic and environmental benefits of action or inaction
  • Social norms
  • Framing

Results
Recruited dozens of major corporations to the program and convinced them to expand employee benefits