The campaign is run through TransLink's TravelSmart program, which was created to help reduce single occupancy vehicles and the huge impact cars have on the environment. The program had a major success during the 2010 Winter Games when the region met a goal of reducing vehicle trips by 30 percent and transit ridership reached an incredible daily average of 1.6 million passengers.
The TravelSmart program has recognized Habanero as a TravelSmart Workplace, which is one that helps to empower employees in making choices that benefit their own health and the health of the environment. Fundamental to the idea of a TravelSmart Workplace is that corporate leaders should set an example for the rest of the company with their own lifestyle choices.
Initially, the TravelSmart Workplace ad will run in the BC Business Top 100 issue in July and the Business in Vancouver Green issue in August. The ad shows Steven and another man standing in an elevator clad in cycling wear. A caption below the photo reads "Two bike couriers? Nope. One is a company president." It is also featured on TransLink's website.
Steven is a long-time bike commuter and avid mountain biker. He and company partner Rick Martin will be riding in the BC Bike Race, which is a seven day mountain bike race. Leading up to and during the race they are documenting their experience through the company blog.