Founder of the biggest campaign for behavioural change

Proud? Definitely!
After a discussion regarding new policies, I proposed the idea to let people experience an alternative form of transport to and from work. So that they could experience what worked for them, rather than just talk about it.
Over a period of five years, 200 corporate companies, such as Unilever, EY, and Microsoft made their approximately 10,000 employees leave their car at home for a month. They let them experience what it was to ride a bike to work, use public transport or try another form of transport. The result: after five years, 30% of the employees had structurally changed their means of transport.