The BBC website has it thus:

"A nationwide brigade of personal transport advisers who call at the homes of drivers thinking of switching to greener forms of travel could help break Britain's dependency on the car.

The idea is among those being mulled by the government in a major new strategy aimed at cutting carbon emissions. The advisers are already pounding the streets of three trial cities. In Peterborough, £750,000 has been spent on giving 20,000 people personal advice to help them use public transport or cycle."

Chuffing heck! As my esteemed author Richard Ballantine points out, £750,000 on 20,000 people works out to £37.50 a head. As he also points out, "How about a good cheap book instead?"