Parents in the West Midlands are being urged to leave their cars at home and walk their children to school in a bid to cut congestion.
The initiative by Centro, the region's passenger transport executive, comes after it was revealed that the number of parents doing the school run has more than doubled in the last decade
Mik Barton, from Centro, said that children walking to school not only freed up the roads but also had health and quality of life benefits for children and parents alike.
He said: "As far as congestion is concerned, one in ten cars in the morning rush hour are on the school run.
"Getting people to consider alternative transport could ease congestion for everybody and walking is much healthier for children and parents."
As part of the campaign, which coincides with International Walk to School Week, 140 buses across the region will feature the legend ' Wedded to the Car?'.
Chris Crean, from Friends of the Earth, said: "This is a really important initiative in terms of people gaining invaluable skills in their local community which will lead to a great appreciation of their surroundings."
Yesterday pupils at Colebourne Primary School in Birmingham helped launch the green travel campaign with a day of special activities.