In Mexico City, the traffic is awful, and most citizens have little recourse but to suffer and deal with it. Every day, it can take 90 minutes each way to drive to and from work, and using public buses can increase that time to two hours or more. The worst thing is that this situation is considered “normal.” Being stuck in a vehicle for so long has negative health and social effects, and increases levels of stress and frustration. And there are still other stressors at either end of the road: an unproductive work meeting that serves mostly to waste time or a troubled relationship that needs attention.
Knowing this, Trident created #cambiatutrack (Change Your Track), an effort to help people change their mindset not only with the traffic but with all the situations that cause stress or a bad mood. The brand invites people to share via web, Facebook and Twitter how they see the brighter side of life when they are in traffic, and gives a gift to the person with the most creative post on the microsite or social media every week. For example, a recent winner submitted: “When it is Friday and I’m stuck in traffic, I change my track because the taxi driver becomes my psychologist.” While brands are powerless to resolve myriad consumer anxieties, often they can help people laugh at or otherwise take a brighter view of these issues.
Photo Credit: Trident