Transportation's Role in Reducing U.S. Greenhouse Gas Emissions ...

Cost-Effectiveness
Transportation’s Role in Reducing U.S. Greenhouse Gas Emissions: Volume 2
The costs of public information campaigns can vary widely, but can be modest in
comparison to emissions reduction strategies that require investment in infrastructure or
services. Costs are dependent on how the information is disseminated. If the information
can be distributed on a web site that has already been established (such as
www.fueleconomy.gov), then overall costs will be relatively low. Broadcast advertising is
more expensive. Establishing a channel to deliver information to the public on the real
costs of travel is useful for delivering new or different messages to the same audience later.
Once a campaign becomes known and establishes trust with the public, then it can be
adapted and enhanced with marginal effort. Programs such as SmartWay and Best
Workplaces for Commuters have relied on direct outreach to target populations (shippers,
employers) which requires somewhat more significant program resources, primarily to
support the staff time required to conduct the targeted outreach.
Cobenefits
Public information campaigns will provide benefits to travelers and consumers by helping
them make more informed choices, which should increase welfare and reduce
transportation-related costs. EPA’s SmartWay program has been credited with saving
truckers money and reducing fuel consumption and air pollution. EPA estimates that in
2004–2005, SmartWay projects saved 298 million gallons of fuel per year, saving truckers
$850 million in fuel costs, and reduced NOx emissions by 25,000 tons and PM by 841 tons.
Feasibility
Public information campaigns have been implemented in the past and do not face any
significant feasibility constraints.
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