results showed that, of 100,000 daily round trips, 10,000 were made by bicycle and 20,000 by public transit. The remaining 70,000 were car trips, indicating a great potential for the increased use of bikes and buses.Researchers with the Traffic Research Group at Aalborg University selected the participants, and found that, in interviews conducted prior to the start of the program, 93% of participants expected their health to improve as a result of Bike Busters.Delivering the ProgramA recruitment campaign was the first step in delivering the program. Information was distributed through the local media, large work places, libraries and other appropriate institutions. The municipality sent out news releases and advertised in newspapers, which helped gain media coverage (Mass Media).With the help of local police, pamphlets were handed out to motorists for three days on three major roads. The pamphlets described the program and enticed the public with the headline Would you like a brand new bicycle and a free bus pass? Seventeen hundred drivers who received these pamphlets returned the reply coupon indicating their interest in participating in the program.Of those 1700 people, Aalborg University's Traffic Research Group selected 175 people to participate. Potential participants were selected based on the following criteria:They had to be regular, round trip drivers who worked in central ArhusThey had to live within two to eight kilometres from the city centre (cycling as an alternative to driving was considered suitable within this range).The selected participants were between 30 and 50 years of age with a household income of between 400,000 and 600,000 Danish Crowns (approximately $96,000 to $144,000 CAD at the time), although income level was not a selection requirement. Because of considerably fewer applications from women, only 38% of the participants were female.Participants signed a contract, which committed them to reducing their car use as much as possible and using cycling or public transit instead (Obtaining a Commitment). Participants also filled out questionnaires and driving logbooks before, during and after the project.Participants were given a bicycle for the one-year test period (worth 4,000 Danish Crowns), with the option to purchase it at a reduced rate (1,000 Danish Crowns) at the end of the year. In addition, participants were given a bus pass worth 5,000 Danish Crowns (Financial Incentives). All participants received a free health check testing their weight, blood pressure, cholesterol level and general fitness. The health check was sponsored and performed by the Danish Heart Association. Other sponsors included Aage Kroll A/S, which supplied cycle computers, Basts Lasefabrik, which donated cycle lamps, and Viking Rubber Company, which supplied rain clothes. The cycling equipment and bus passes encouraged the participants to try cycling or public transit (Overcoming Specific Barriers).An opening ceremony on rhus Town Square was held where participants were given their bicycles. They all rode an inaugural lap of the town, making the project a visible public event (Norm Appeals). A Bike Buster secretariat with two staff members was set up for the period, and every two months they published Cykel & Buster, a magazine that featured encouraging articles, participants observations, and preliminary research findings.Financing the