Free Stuff!
Earth Day may be bullshit, but Group Health's Bike Commute Challenge has got some brains behind it. They've realized that asking people to do something good for themselves and/or the environment for just one measly day doesn't do much for either party involved. Participants don't get a longer-term perspective on how their activity of choice might be enjoyable and make them feel better, and one day does not a better environment make, in truth.
Dear event organizers, take a tip from Group Health and the Cascade Bicycle Club: If you want to raise awareness, get people to do something for longer. If it was just Bike to Work day, a lot of people would try it, probably have a slightly miserable time, be sore the next day, and say fuck it. But the next day would likely be better. If you can get them to keep going, you're much more likely to have a few more bike commute converts at the end of a month.
Get them hooked. Better yet, offer them schwag, because Americans will do all kinds of ridiculous things for free stuff. In fact, you're probably reading this post primarily because we titled it Free Stuff, for chrissake.
The Challenge starts next Monday and lasts the whole month of May. Get a team together at work, or go renegade solo style. Either way, there's lots of prizes in the offering, including surprise instant giveaways by Challenge "ambassadors" lurking about town if you're spotted during your commute wearing your special-issue leg band.
