an underestimated approach to changing use is to make fewer of what you want used less.
I recall an NHS aim declared of sending round less paper, and the horror which my suggestion of counting how many sheets were bought last year (as A4 equivalents) and buying 10% fewer this year was received.
Apparently arithmetic doesn't work like that.
Sorry to write such a long response, my target is to use 10% fewer words next year.