The actions individuals can take to mitigate climate change are, in the aggregate, significant. Mobilizing individuals to respond personally to climate change, therefore, must be a complementary approach to a nation's climate change strategy. One action item overlooked in the United States has been changing driver behavior or style such that eco-driving becomes the norm rather than the exception. Evidence to date indicates that eco-driving can reduce fuel consumption by 10%, on average and over time, thereby reducing CO2 emissions from driving by an equivalent percentage. A sophisticated, multi-dimensional campaign, going well beyond what has been attempted thus far, will be required to achieve such savings on a large scale, however, involving education (especially involving the use of feedback devices), regulation, fiscal incentives, and social norm reinforcement. (C) 2009 Elsevier Ltd. All rights reserved.