CommuterLink, New York
It's not easy to promote carpooling, vanpooling, and mass transit to diverse audiences in a metropolitan region comprised of urban, suburban, and rural environments.
But John Galgano, President of CommuterLink, a regional force in promoting alternate modes as a way to fight congestion and air quality problems in New York City, has figured out a way to do it: focus on the cost savings.
"Showing that carpooling or taking transit even once a week saves money is a key point we make when pitching our services," said John, who has been an active participant in the It All Adds Up to Cleaner Air initiative since 2000. "Better air quality and improved mobility are important messages, too, which help us make alternate modes an attractive and viable option for thousands of people in and around New York."
CommuterLink/OzoneNY has more than 500 members, consisting of organizations ranging in size from 1 to 10,000 people. To get the public and his partners motivated, John turns to It All Adds Up for marketing materials and other useful resources.
"The Ten Simple Steps are at the core of everything CommuterLink does," John said. "The messages are reflected in our ozone alert notices and a broad range of other advertising and promotional efforts."
A core part of OzoneNY's program involves notifying their partners—and individuals—of forecasted Ozone Action Days. They rotate several versions of the forecast notice, which include educational information, such as the messages and tips on alternate commute modes and refueling from the It All Adds Up Ten Simple Steps and seasonal Simple Steps flyers. CommuterLink also featured the It All Adds Up spring and summer seasonal quizzes in multiple places on its Web site and incorporated some of the initiative messaging into its middle and elementary school curriculum.
A Major Media Blitz
To reach millions of people on a regular basis, CommuterLink customized three It All Adds Up television public service announcements (PSAs) and ran them for nearly two months during the summer on the CBS affiliate in New York City. It All Adds Up messages and materials also ran on local radio stations; on billboards, bus-shelter signs, 
fast-food tray liners (PDF, 1458KB) , and gas-pump signs; and in several local and regional newspapers.
New York City Department of Transportation provided much assistance by finding major sponsors, such as ESPN, Reebok, Mobil Oil, Ford Motor Company, and McDonalds to print and distribute the materials. They also arranged for the ads to be shown on electronic billboards in Times Square, Shea Stadium, and Yankee Stadium.
"The city DOT has leveraged a tremendous amount of ad dollars for the region over the past several years, and the state DOT has provided technical assistance and advice on a number of issues," John said.
To reach younger audiences, CommuterLink has developed elementary and middle school curricula for area teachers, and has included some of the It All Adds Up messages in the lessons. The organization also aims to educate young people about the health hazards of ozone and its relationship to the transportation choices they soon will be making.
Tapping a Support Network
For inspiration and support, John uses the Exchange to find out how other communities are promoting air pollution reduction and alternate modes. He believes you "always have to keep current" on issues and activities, citing the Success Stories and the Exchange as "perfect examples" of the kinds of interaction and information that help him stay on top of what others are doing.
John said that the remarkable cooperation and assistance he receives from regional transportation organizations—including the New York City Department of Transportation and the New York State Department of Transportation—also are key factors in CommuterLink's success. The entire staff of CommuterLink, especially Jennifer Covello, the program's marketing manager; OzoneNY; Metropool; and Long Island Transportation Management also make important contributions to the organization's activities and achievements.
"There are a lot of good people and good resources out there; it always helps to use them as a sounding board," John said.
For more information on CommuterLink and OzoneNY, contact John Galgano at (718) 886-1343 or visit CommuterLink and OzoneNY.