Concerns about rising levels of air pollution have led many major European cities to enact bans on diesel vehicles. In 2018, the City of Rome followed suit, announcing it would gradually move towards a complete diesel ban in 2024.
However, officials knew that compliance with a diesel ban would be a difficult sell for many citizens. In Italy, roughly half of all new vehicle registrations are diesel cars; for many Romans, a transition away from diesel fuel will require significant changes to their day-to-day lives. The City began looking for ways to increase acceptance of the new legislation.
TDL was approached to leverage behavioral insights to encourage compliance with the new diesel ban.