Moscow’s subway stations that doles out a free subway ticket for anyone who does 30 squats. This initiative is to promote a healthier, more active lifestyle in preparation for the upcoming 2014 Winter Olympics in Sochi.
From the LATimes:
“We wanted to show that the Olympic Games is not just an international competition that people watch on TV, but that it is also about getting everyone involved in a sporting lifestyle,” Alexander Zhukov, president of the Russian Olympic Committee, told the Russian news agency RIA Novosti.
Moscow does not just want to host an important sporting event; they want to promote the values and behaviors of a healthy, athletic lifestyle. Their subway scheme is a creative, albeit limited, carrots-incentive approach to nudge people towards a healthier lifestyle.