Apologies if this has been posted on Osocio before. I thought it was too clever an idea not to share. In Malmo, Sweden they incentivised cycling by offering drivers who shared their ‘most ridiculous car journey’ the chance to win a free bike. It’s a great insight that we all recognise – in Malmo 50% of car trips would take less than 10 mins by bike. And, as with air travel, it’s the short trips that are the biggest problem.