This is the first-ever initiative of its kind in India. The idea is to keep as many private vehicles off the road as possible. The practice has been tried and tested in several other countries and has been a great success. Following are certain quick points that give an idea as to how this one ‘No Driving Day’ can help: Spread awareness: The largest of all aims is to spread ‘awareness’ about vehicular pollution. The more the people will spread the word and discuss, the more they will get to know about the ‘environmental challenge’ that vehicular pollution causes. India is one of the largest automobile markets, with the most numbers of two-wheelers and cars being sold every day. All drivers have to be aware of the pollution their vehicles create. Save environment: Just one day of restraint can actually bring down the CO2 emission levels drastically. It has been tried and scientifically proven that just one non-emission day can make a great difference Save fuel: We are anyway heading towards a global fuel crisis. The International Energy Agency (IEA) says India's fuel demand will grow by 65,000 barrels per day (bpd) in 2010, to about 3.33 million bpd. Next year, fuel demand will grow by 107,000 bpd, to 3.43 million bpd. Restraining from burning 5-10 litres in a day, even by 10,000 people, will mean saving about 100,000 litres! The more the volunteers on that day, the more will be the fuel in reserve. Boost to public transport: Encouraging people to not drive on one day will be a boost to the public transport system. Since more people will be boarding the buses or the local trains/metro, or will travel by taxi/auto rickshaw, the public transport mediums will earn that extra revenue. The transport exchequer may use that one day’s extra revenue to upgrade the facilities. Encourage cycling and walking: Dependence on private vehicles even for short-distance travel (to a nearby market, for instance) has resulted in a sedentary lifestyle that poses a major health hazard.

1. ‘NoDrivingDay’ January 30, 2011

2. A first initiative of its kind

3. AIM: Make it a ‘model’ initiative for the world

4. OBJECTIVES Create awareness Help save environment Encourage cycling and walking Boost to public transport Inspire individuals to make an informed choice

5. COMMUNICATION STRATEGY Make it a lifestyle statement Not a ‘preachy message’ Commit and Be In Charge! OR …

6. COMMUNICATION STRATEGY Do activities around the core message at: Colleges/Schools Shopping centres/Market Places Corporate offices Petrol pumps Parking spaces

7. COMMUNICATION STRATEGY Media partners Public relations partner Direct mailers Online social media Voluntary partnerships Promotions by sponsors, co-sponsors, and partners

8. Companies may align their CSR activity with the day as it is Huge communication podium It’s a cause Concerns everybody It’s an annual event Unlimited reach Perfect time

9. ThankYou! Initiative By To associate, contact: info@causebecause.com