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In the city of Arhus in Denmark, officials developed a plan to increase the use of bicycles and/or public conveyance, and to decrease private automobile use. Part of the initiative was called “Bike Bus’ters,” which was created to try to change the general perception of cycling, to encourage citizens to adopt this mode of local travel.

Strategists selected an incentive method of inducing behavioral change, and conducted a recruitment campaign to attract participants. Paid advertisements, press releases, brochures and other hand-out material conveyed messaging such as “Would you like a brand new bike and a free bus pass?”

Of the 1700 people who expressed interest in the program, Aalborg University researchers selected 175 participants for a one-year program. These individuals signed a contract committing them to use bicycles or public transit instead of automobiles, and maintaining logbooks before, during and after the project. Health screenings were used to check participants’ weight, blood pressure, cholesterol level and general fitness. Preliminary interviews indicated 93% anticipated health improvements as a result of their Bike Bus’ters participation.