Here When You Need It (And When You Don’t)

CarShare Vermont, a community-based car sharing service in Burlington, faced stagnant membership growth and low awareness despite strong alignment with the region’s sustainability values. KSV helped reposition the service not as a replacement for car ownership, but as freedom from owning another car—giving residents flexible access to a vehicle when they need it without the costs and hassles of ownership. A vibrant creative campaign contrasting “Your Car” with “Our Problem” highlighted the hidden burdens of car ownership while promoting CarShare as the simpler alternative.