It was clear to the City of Toronto that engaging less confident cyclists that make up 60% of the population, yet seldom come to community meetings, might be the key to dramatic mode shifts in the city. Here's how it happened.
They litter almost every subway entrance - the ubiquitous, value-exhausted plastic MetroCards. Yet, MetroCards are refillable. Now MTA has devised a simple, revenue-producing measure that would reduce the litter by adding a $1 fee to new cards.