Education appears to have had a significant effect in Australia, through a program called TravelSmart:
"Each TravelSmart project is different, but in general, the individualized educational programs provide whatever information and emotional support - like personal bicycle doctors or bus drivers to explain the schedule - to help any member of any marketed household change driving behavior on any trip, not just the commute trip. Printed materials are delivered by bicycle as TravelSmart practitioners practice what they preach.
Other psychological concepts, like 'reciprocity,' 'creating community' and 'bypassing adversaries,' ensure that TravelSmart is only working with citizens willing to change while reassuring them of the societal value of their transportation behavioral change."
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This is a great article that covers what is a growing field in Australia. The program Randy touches on towered the end of the article is in fact called Living Smart. From what I've heard, the program is showing impressive results at empowering people to make significant changes to their everyday lives. I've had a good look at their materials and eval reports at www.transport.wa.gov.au/livingsmart . Well worth a look if you're looking for ways to deliver soft approaches that complement new built infrastructure projects etc.