Go Vermont is a statewide program that helps reduce the cost and environmental impact of Vermonters’ driving choices by linking them to smarter options for transportation. From bus routes to carpool matching—Go Vermont has “All you need to know to go”. Balancing alternative commuting choices with practical considerations like saving money and ease of use is really what gets people out of their “single occupancy vehicles” and into an alternative transportation plan. Place was retained to develop statewide marketing initiatives to engage Vermonters in making positive changes in their daily transportation choices. Our campaigns focus on strong emotional and rational prompts that remind drivers of the down-to-earth benefits behind switching modes of transportation.