Embracing Challenge

Written by Judy Bortman

When you hear the word "challenge," how do you react? Are you eager to learn more and participate? Or does the word "challenge" make you want to run in the opposite direction?

Deciding whether to participate in a challenge is a timely topic that popped into my mind as we prepare to introduce TripSwitch, a free, short-term campaign encouraging people to switch their solo drive for a trip by walking, biking or carpooling. In addition to the sustainable benefits, all participants become eligible for a number of great prizes.

While preparing TripSwitch marketing materials, several questions came to mind:

• Do people ever change from being challenge-phobic to challenge-friendly?
• Would chances to win great prizes and the excitement of competition incent people to modify their behavior for a few days and “switch” to a trip by walking, biking or carpooling?
• Is altering your commute or mode of transportation too challenging? How could I motivate participation? Would naysayers even consider taking part?
• Are people who live in cities more likely to participate because they have access to a train station or bus stop?
• Does the type of challenge matter? Is a test of physical strength appealing to some while a Jeopardy-style trivia game attracts others?

There are two kinds of people...

I kept coming up with questions faster than I could find or figure out answers. It's my belief that people fall into two distinct camps on some matters, such as those who like anchovies on their pizza and those who don't.

Likewise, I suspect that there are people who like to participate in a challenge and those who prefer to stay away. You can’t do either half-heartedly. Either you participate in a challenge or you don't.

A person switching even a few trips would still be considered a TripSwitch participant and eligible to win prizes. I decided to research successful and noteworthy challenges as a Yoda-like way to understand their appeal, discover how to reach people and apply those insights to TripSwich marketing.

A recent, very visible and popular challenge came to mind. The Ice Bucket Challenge to benefit the ALS (amyotrophic lateral sclerosis) Association took the nation by storm thanks to social media. It attracted celebrities and professional athletes as well as everyday folks who endured being doused with a bucketful of ice water in order to raise awareness (and money!) for a worthy cause.

Note: The Ice Bucket Challenge lives on as a Halloween costume.

Nominating a minimum of three people to take the Ice Bucket Challenge was a component that kept the effort going through the late summer. As a result of the Ice Bucket Challenge the ALS Association increased awareness of its mission and received over $100 million in donations from over 700,000 new donors.

So why did the Ice Bucket Challenge catch on? Several reasons, I believe:

• Good timing - It took place during the summer.
• Short duration – The challenge itself took seconds, with just a bit more time for preparation and social media posting.
• Flexible - Participants could choose where and when they were doused and plan accordingly.
• Challenging only yourself – It was a challenge, not a competition. People challenged themselves - to be dunked or not to be dunked. For most, it was a new experience.
• Helping a cause - Increasing awareness of ALS and generating donations made people feel good which overshadowed a momentary chill.
• Boasting rights – Sharing your video on social media was tangible proof of your personal accomplishment and the reward for an act of kindness.

With a nod to Yoda, I saw parallels for The TripSwitch Challenge and motivating people “to do” not just “try”:

• Good timing – TripSwitch is taking place during October, ideal walking and biking weather.
• Short duration – It lasts only 21 days, from October 6th to 26th.
• Flexible - Participants can choose how, were and when they switch their trip.
• Challenging only yourself – Everyone who participates is a winner. People challenge themselves by taking a different mode of travel and feel good about their accomplishment. The more they switch the more chances to win prizes.
• Helping a cause – Improving the air we breathe and reducing traffic congestion are ways that TripSwitch participation helps sustainability.
• Boasting rights – Sharing your TripSwitch ride on our GoForGood Challenge site and sharing on social media is tangible proof of your personal accomplishment as well as an intrinsic reward.
• Increasing awareness – Participating in TripSwitch increases awareness of trip options and hopefully inspires participants to continue walking, biking or carpooling after the Challenge concludes.

 

Whether you prefer to embrace or avoid challenge, TripSwitch is a safe way to step outside your comfort zone. Plus it’s flexible, sustainable, will make you feel good about yourself and it’s free!

TripSwitch is now underway at GoForGood.TransOptions.org, but you can register at any time. We hope you'll join us!