Discovery Channel Romania and the Romanian Police aim to reduce the traffic in Bucharest with a new campaign named #ÎmparteMaşinaMarţea (which would translate “share your car on Tuesday”). Telecom company Vodafone Romania will also support the project.

The campaign, which will be carried out until June, encourages drivers to share their personal cars with family members, friends, and colleagues who go in the same direction. The project focuses on Tuesdays because these are some of the busiest days of the week, according to a Government study. Some 1.2 million cars are registered in Bucharest.

The Discovery initiative was launched last year, with the premiere of Racing Extinction, a manifesto-documentary that aims to start a worldwide movement. Under the #StartWith1Thing motto, the campaign launches a series of individual challenges through which anyone can contribute to saving the planet and its biodiversity.

Besides contributing to a lower level of pollutants in the air, sharing the car could also reduce the time spent in traffic. The campaign will be promoted through a series of communication elements. Discovery Romania will also host several activities on Facebook, encouraging those who share their cars on Tuesdays to post an image with the group using the #ÎmparteMaşinaMarţea hashtag.

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Irina Popescu, irina.popescu@romania-insider.com