Break the Jam is an awareness campaign that focuses specifically on drivers of single-occupant vehicles. By pursuing a three-pronged communication strategy that focuses on these drivers, we surprise, educate, and motivate them to use alternate means of transportation.
Motivate: The website, although containing similar information to the handouts and signage, acts as a portal to local transportation sites (e.g. carpool match-up, public transportation, cycling, etc.) Our hope is that visitors, once given the right tools and information, will make a choice to move out of their single-occupancy vehicle.