E-bike and scooter sharing brand Lime has launched a new campaign urging drivers to “break up with cars,” and instead opt for sustainable transport to get around.
In the lead up to Earth Day on 22nd April, micromobility operator Lime has launched the campaign in London to try and get drivers out of their vehicles.
According to traffic monitoring service Inrix, Londoners on average spent 148 hours sat in traffic in 2021, as Brits wasted a billion hours in congestion.
As part of the campaign, which will involve print and digital advertising, drivers leaving behind their car will be in with a chance of winning £2,500 worth of Lime rides.
Wayne Ting, CEO of San Francisco-based Lime, said: “With high pollution warnings being issued in March for the first time in two years in London, increasing hours spent sitting in never ending traffic, and more than 1.3 million people killed in car crashes annually worldwide… it’s time to end our toxic relationship with cars.
“We’re excited about this creative campaign’s potential to move people away from car use and onto more sustainable transportation options. It’s a reminder that freeing oneself from the costly and time consuming headaches of car ownership is not only a healthy step for drivers, but good for cities and the planet as well.”
Lime will position eight billboards across the capital, as well as a print ad in the London Evening standard newspaper.
Billboards will be placed in Streatham, Canary Wharf, Crystal Palace, Richmond, Lewisham, and Charlton among other areas.
Drivers are being urged to pledge to break up with their car, from a single day up to a month.
Read more: ‘To really push adoption of micromobility, I see no barrier to banning cars from city centres’
People can join the pledge and #BreakUpWithCars here.