Gathering more support for mass transit by telling drivers it helps keep the highways clear

The growing popularity of mass transit in Utah may be explained by an interesting pitch to drivers:

Oddly enough, one of UTA’s most effective strategies for uniting people was targeting those who don’t use public transit. The agency and its advocates pointed out that TRAX ridership saves 29,000 trips — or two full freeway lanes — in the Interstate-15 corridor every day. Road-reliant businesses like UPS ran ads explaining that FrontLines would help residents get their packages quicker by reducing traffic.

As the article notes, this is just part of the picture in how expensive new mass transit can be built. The message explained above is intriguing: drivers, you may not use mass transit, but you should support it for others so that it makes your drive easier. What is the tipping point here where you need enough of those drivers to stop driving and use mass transit versus some drivers wanting to keep driving because there is less traffic? I wonder if this could also verge into classism: those who can afford to drive and help pay for mass transit will continue to do so while those who would economically benefit from not having to drive as much will do so.

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