Mojtaba is a PhD student in the Institute for Transport Studies at the University of Leeds specialising in Traffic Safety and Driving Behaviour. During his PhD studies, Mojtaba recognised the need for using the "right" language to influence behavioural changes. He observed that there are many important findings that due to lack of using the right language are not put into practice within societies. However he noticed that industry has been consistently successful in this aspect. Mojtaba's aim is to attract the attention of researchers in the field of urban mobility to the importance of involving Marketing and Education studies in the dissemination of research results. In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)