This is an alternative/addition to Paidtogo's initial proposal to incentivize alternative transportation options. This proposal would be to use our existing platform infrastructure to incentivize drivers (SOV drivers in particular), to use alternative routes during rush hour and in high congestion areas. By integrating Waze and Google API's, and layering in contextual intelligence and machine learning, we can know where traffic is the worst and propose an alternative route that may take a little longer or be a little farther. Drivers could be incentivized with cash and rewards for taking the alternative route. Incentives would come from public and private sponsors, city grants, parking meter revenue, and/or donations. It will be important to work with city planners and TDM experts to properly deploy this program.