On July 21st, our friends at Zipcar will launch an innovative promotional campaign that will challenge residents in all twelve of its North American markets to live a “Low-Car Diet” for 30 days. With gas prices at an all-time high and public transportation a more cost-effective, greener option, now is a good time to join the Zipcar revolution and ditch your car. To make the transition a little less painful, Zipcar will replace participants’ car keys with a complimentary transit pass, free one-year Zipcar membership, drive time credit, and NYC participants will receive a complete Zoo York skateboard and pair of kicks to help them get around the city.

The project kicks off on July 21st with a ceremonial key-drop event in NYC. On August 15th, Zipcar will hold a completion event where people can compare their car-free experiences throughout the 30-day “Low-Car Diet.”

For more info check out zipcar.com, or read a recent story about the promo on coolhunting.com.