Way to Go

Brand Awareness and Commuter Engagement
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Change Denver metro-area commuter behavior and reduce single-occupancy vehicle miles traveled.

Way to Go is the transportation demand management program of Denver Regional Council of Governments (DRCOG) that encourages smarter commuting options, reduces single-occupancy vehicle miles traveled, and works to change Denver metro-area commuter behavior.

In an effort to further the organization’s mission and achieve its traffic congestion and air quality goals, Denver-based brand agency COHN was tasked with improving brand awareness and customer engagement.

Objective: Change Denver metro-area commuter behavior and reduce single-occupancy vehicle miles traveled.

way to go video



In researching various behavior-change methodologies and studies as a “best fit” for the Denver metro community, two related ideas bubbled to the top:

• Normalizing smart commuting
• Connecting more personally with our audience

Together, these ideas make up Collectivism—creating social norms of appropriate and desirable behavior. Our approach was to identify real commuters from a multitude of backgrounds, industries, lifestyles, etc. and make them (and their stories) the heroes of the campaign.


We brought our real commuters on set to highlight the real-life benefits they experience through their smart commutes and brought the campaign to life through various mediums, positive bright colors and acknowledging messaging.


Long-term relationships built through brand awareness.

Our partnership with Way to Go is now in its 5th year. Longer-term relationships like this help to achieve brand momentum and produce new concepts and campaigns year-over-year. Cumulatively, COHN has been able to help Way to Go significantly move the needle in brand awareness, smart commuting, and employer-sponsored smart commuting programs.
3% increase in brand awareness
757% increase in user registrations
29% increase in commute trips logged
19% increase in smart commute miles logged