This video from Mexico City shows two types of drivers: the Everyday Driver, who drives no matter how much it costs, and the Shadow Driver, who drives only when it’s the most convenient option. Imagine the benefits if we made it easier to be a Shadow Driver.
This is the sort of easy-to-understand demo necessary to illustrate complex, counterintuitive concepts. I love the video: it's not flashy. Viral marketing like this should be part of every organization's toolkit. It could have been used more effectively to show alternatives to big road projects and a vision for more livable neighborhoods.