Air pollution is a serious health and environmental problem in many cities, including Pristina, Kosovo, where poor air quality is a frequent issue. Private cars and taxis are a major mode of transportation in Pristina, contributing significantly to both pollution and congestion, which is most problematic at peak traffic hours when individuals commute to and from work. To tackle this issue, ideas42 partnered with the UNDP Kosovo to design a behavioral intervention with the unifying slogan, "Give your car (and wallet) a break”, to promote the use of alternative modes of transportation during peak hours. The intervention included several behavioral elements, such as highlighting the private costs of driving and the environmental benefits of a car-free commute, prompting plan-making and soft commitments to car-free commutes, and promoting positive social norms by highlighting the prevalence of car-free commutes among peers. We also offered participants a 30-day free bus pass, which was delivered to their workplace to eliminate the hassles of acquiring a bus pass.

We conducted a small-scale pilot with employees of the Municipality of Pristina to test the intervention using a randomized controlled trial over the course of two weeks. The resulting insights are important for employers and policy-makers and suggest that behavioral science interventions can effectively encourage sustainable commuting behavior, even in cities with high car usage