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Social Marketing Tools 
Streets can be made healthier through social marketing. Desirable street use can be increased, and undesirable behavior can be reduced. Anti–drunk driving marketing began in the early 1980s and, coupled with enforcement, saw a 46% reduction of drunk driving by 2001. Drunk driving was transformed from something people thought was humorous to something that was socially unacceptable. The Healthy Streets Campaign is committed to similarly stigmatizing all reckless driving. Active travel should also be marketed to reinforce its health and social benefits. The “walking school bus” is a way of marketing walking to school. A responsible adult "drives" the school bus by picking up kids to walk as a group to school. The kids enjoy the company and the parents enjoy the security. Resources:
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