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<p class=MsoNormal><span style='font-size:12.0pt;color:black'>The concept of a “car
diet” has been around for several years now and Zipcar (good on them) is making
good use of it in their marketing materials.<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>But they are also
an important part of the wing of our New Mobility Agenda strategies and
measures that involve trying to rationalize car use in our day to day lives.<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>We have had
several runs at this, the last being back in August 2006 when we launched as
part of our (ungrammatical) “Lots less cars in cities” project the idea
of a World Low-Car Diet Challenge. You will find that page just below. Or live
via </span><b><a href="http://tinyurl.com/ws-diet">http://tinyurl.com/ws-diet</a>
</b><span style='font-size:12.0pt;color:black'><o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>So and against
this backdrop. . . this is to invite authors, contributors to a strong update
thinkpiece on Car Diets – 2009 to go on the front page of World
Streets – you favorite sustainable transport daily (and the only one) –
as soon as it is ready for show time.<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>Might that be
you?<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>If so, please
drop a line to or Skype our editor – <a
href="mailto:editor@wolrldstreets.org">editor@wolrldstreets.org</a> or Skype: newmobility.<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>Kind thanks,<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>Eric Britton <o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'>| <a
href="mailto:editor@worldstreets.org">Editor</a> | <a
href="http://www.worldstreets.org/">World Streets</a> | <a
href="http://www.newmobility.org/">The New Mobility Agenda </a> |
Paris | +331 4326 1323 | Skype newmobility <o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
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<p class=MsoNormal style='border:none;padding:0in'><span style='font-size:12.0pt;
color:black'><o:p> </o:p></span></p>
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<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><span style='font-size:18.0pt;font-family:"Times","serif";
color:#660000'>World Low-Car Diet Challenge<o:p></o:p></span></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p><span style='font-size:7.5pt;font-family:"Arial","sans-serif"'><img
border=0 width=506 height=83 id="Picture_x0020_1"
src="cid:image001.jpg@01CA0539.91907A40"></span><span style='font-size:7.5pt;
font-family:"Arial","sans-serif"'><o:p></o:p></span></p>
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<p><b><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Exec Sum:
</span></b><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>This
is a wide open public brainstorm on what we believe could be a very creative
sustainability exercise with real impact. With your kind permission, we propose
that we discuss this and post whatever useful responses, critical observations,
announcements, projects, etc that might come out of it via the <a
href="http://groups.yahoo.com/group/lotslesscars/">Lots Less Cars Idea Factory</a>,
for which the group mail address is <a
href="mailto:LotsLessCars@yahoogroups.com">LotsLessCars@yahoogroups.com</a>,
Okay, let's go. </span><o:p></o:p></p>
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<p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Arial","sans-serif";
color:white'>Building blocks of a cooperative world-wide Low-Car Diet program</span></b><span
style='font-size:12.0pt'><o:p></o:p></span></p>
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<p><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Understand
before we dig in here that what follows is proposed as food for thought. By no
means should it be interpreted as a proposal for "the best way" to do
this. It's one way and when you think about it, you will come up with a better
one for yourselves. And your city. Every one unique and demanding human
attention. </span><o:p></o:p></p>
<ol start=1 type=1>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>What is an LCD Challenge Program?</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> A laid back
invitation, support and award program which invite people to "give up
their car for one month". (IF you click <a
href="http://news.google.com/news?&num=100&hl=en&newwindow=1&rls=GGLG,GGLG:2006-25,GGLG:en&btnG=Google+Search&lr=&as_ft=i&as_qdr=all&as_dt=i&as_rights=&safe=images&sa=N&tab=wn&q=%20%22Low%20car%20diet%22%20-carb">here</a>
you will be taken to the latest Google listing which at this point offers
in addition to latest news on the subject more than 67,000 LCD entries.
That's at least a start … and an indication of the media worthiness
of this approach) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Does it have to be associated with a Car Free Day?</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> Hell no. This
is just an idea for you to play with and put to work for yourselves as you
wish. In fact it's not even our idea. We're just passing it on for you to
figure out how if at all to put it to work for your city. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Minimum qualifications (For Example):</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> (a) You have to
have a car, (b) you have to agree to a program of draconian reduction of
its use for daily transport purposes in your city (this program of your
own devising and does not necessarily entail complete abandonment of your
car for extra-urban and exception purposes); but you (c) have to agree to
keep the little travel log (honestly of course) for the full month (or at
least that part of it during which you are trying to stick to the diet . .
. and yes it is allowed to "cheat" if you absolutely must, but
you have to do it in public. ) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>The Diet? (For Example):</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> Best to be
tailor-made by each candidate, perhaps together with the "New Mobility
Doctor' in the booth. (You shouldn't in any event go on a diet without
consulting your doctor!) No reason for them to lose all that weight at one
severe go. The candidate would then sign on for such dietary things as (a)
getting to work by means other than own car for x days a week; (b) say
walking or biking with the kids to school; (c) more neighborhood shopping
instead of the car to a distant mega super market (smaller purchases,
healthier eating habits); and their list goes on. For them <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Travel Log (For etc., etc.):</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> The idea is to
invite them to keep a very simple travel log over the month. which they
could fill out in a few minutes each day just to trace their progress. The
actual log might have one page per day, and plenty of room for comments
and observations. Ideally it will be designed for easy use on the home
computer, and hence easy to share. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Local sponsors:</span></b><span style='font-size:
10.0pt;font-family:"Arial","sans-serif"'> Ideally, the LCD Challenge would
be jointly sponsored by a number of local organizations, companies and
groups. Any car share operators who might be present, the public transport
operators, taxi companies, bike clubs, environmental groups, hospitals,
public health, local lung and clean air groups, maybe some of the
merchants who understand that this can work for them too, etc. And a
foundation or two or just local people and families who care. Quite a list
if you think about it. (And why not, the local AA, drug treatment, and
anti-smoking groups who after all have long experience in this. Turns out
that we have more than one monkey on our collectives backs) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>International sponsors</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'>: Certain
foundations, climate and environmental groups come to mind. But, in fact,
we would even like to see if we can find an auto manufacturers, or
alternatively an energy company, to come in and back this program on the
grounds that it provides a new and more sustainable approach to car
ownership and use -- in a society which is quite unlikely to give up all
their cars overnight. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Car Free Day launch:</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> One idea could
be to do a "public launch" of the program on the occasion of
your next Car Free Day - with a public announcement and support program
for a high profile coordinated Low-Car Diet Challenge Program. Here are a
couple of the possible working parts if you will bear with me. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>It
could be good to have a visible public booth in some central area with
people to talk to who can help explain the program, a few useful and
perhaps a bit funny tracts explaining how the whole things works, <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>We
would want people to come into the booth to talk and learn about it - and
that already would be a first small victory. (After all, how many people
in your city have actually heard of a "Low-Car Diets?) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>What
about the idea of having some way to show a number of short videos which
support this idea? We already have quite a collection of videos and clips
and in addition to the five minute trailer for Contested Streets and the
wonderful ninety second Man in the Street interview in Groningen, you will
surely be able to find one or two handfuls for people to gander at which
help to explain what at the heart of it all this is all about. (Again to
get there you go to http://www.newmobility.org and click them on the to
menu. IF you want to talk about others, I will be pleased either to talk
to you about this or via private email.) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Also
the idea of giving up your car, or thinking about it, might lend itself to
comic treatment, so think about inviting some local actors or comedians to
do a routine on this. Could be very funny and get attention. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>It
would be important that all this be media savvy and bring in local media -
maybe even as one of the partners? (The local media could even offer
prizes themselves, why not?) <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>One
idea might be to invite the local papers, radio and TV (great possible
friends and hungry for local stuff) to come to the booth on say an hourly
basis. There they would see not only the exhibit and the "LCD
Thermometer" which shows how many people (a) have come to talk about
it and (b) actually signed up for the LCD. And then maybe some interviews
with either the organizers of some of these people who have decided to
give it a whirl. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>The
pre-launch media build-up will of course also be critical for success. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>Prizes and for what?</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> Let's start
with the prizes. It seems to me if this whole thing is to swing, the
prizes should be many, varied, interesting and directly related to what
this whole thing is all about. (I guess that leaves out your Hummer).
Since the whole thing is to have a high profile, it should be a no-brainer
to bring in companies and others who wish to be identified with doing this
wonderful thing for their city. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>For what?</span></b><span style='font-size:10.0pt;
font-family:"Arial","sans-serif"'> Well, it would seem to me that anyone
who tries and sticks to it for the full month this should somehow be feted
and reworded. Of course the most important reward is what they are going
for themselves and their families, and for the community by being
neighbors. And as leaders and role models (at an age where these are in
rather short supply). <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>One
idea might be to invite them to put their travel logbook 'real time' in
the web so as to publicly trace their problems, fears, accomplishments,
occasional disagreements perhaps, attitudes for the whole thing. People
should also be encouraged form the beginning to understand that this is
not an easy thing, and that even if they start and later decide to throw
in the towel that this is no disgrace. Not everyone who desires to stop
smoking or snacking in front of the boob tube makes it the first time
around. The important thing is to try. And, if they shoes to, to try in
public. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>The
idea of a short essay is a good one, but I wonder if as Chris Bradshaw has
just pointed out that the real victory will be to have one more person or
family (hey, maybe two?) move over to a car-lite life style. Perhaps that
could be the last two pages of the LCD logbook. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><b><span style='font-size:10.0pt;font-family:
"Arial","sans-serif"'>The Grand Grand Prize:</span></b><span
style='font-size:10.0pt;font-family:"Arial","sans-serif"'> This is for the
person of the family who after their one month diet have learned enough to
decide to sell their car and go instead for a package of mobility services
which probably will include car sharing, public transport, cycling,
walking and, who knows? maybe even hitch-hiking. Against some form of
guarantee that this new life style will last for at least one year, the
winners will receive (for example) free membership in the local carshare
organization, free or hugely reduced public transport passes or access; a
bike or two and maybe some walking or running shoes. Could be very neat.
And certainly if well handled a handsome media event. <o:p></o:p></span></li>
<li class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;
mso-list:l0 level1 lfo1'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Then,
exactly one month after the Big Launch, the wonderful public report, award
ceremony, and maybe a round table and debate. Invite the mayor. Invite the
editor of the local paper. Invite the head of the local Chamber of
Commerce or downtown business association. Make it into a bit deal. And oh
yes, have fun and make your children proud of you. <o:p></o:p></span></li>
</ol>
<p><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>As hapless
'author' of the original World Car Free Days call back in 1994 in Toledo Spain
with <a href="http://www.ecoplan.org/carfreeday/general/thursday.htm">Thursday
- A Breakthrough Strategy for Reducing Car Dependence in Cities</a>, I have all
too often been disappointed in the level of, let's call it, 'social
entrepreneurships' behind most of the Days -- all too many of which have turned
out to be rather drab affairs, quickly done, little loved, and even more
quickly forgotten. In a phrase, sorry to say, real losers. Oh dear. </span><o:p></o:p></p>
<p><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Fortunately
there are out there in the world a lot of bright and hard working people with
ideas of their own, and as a result there have been some really wonderful Car
Free Days, -- and the proof has often been that they were not quickly forgotten
but actually have helped starting the transformation of the community toward a
more sustainable New Mobility environment. Which of course was the whole idea
in the first place. </span><o:p></o:p></p>
<p><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>So here we
are more than a decade later and I really do think that if we push this year
for Low-Car Diet challenge programs in as many places as might be ready to pick
up this challenge, well that would be a wonderful step ahead. </span><o:p></o:p></p>
<p><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Your turn. </span><o:p></o:p></p>
<p class=MsoNormal><span style='font-size:12.0pt;color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><o:p> </o:p></p>
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