The city is offering drastically reduced membership passes for the Bluebikes program, and they've given the effort a cheeky name.
Why it matters: The citywide bikeshare program is available to anyone, but it can be costly under normal circumstances.
"Get your pass in gear" is meant to let people know they can get annual memberships for as low as $5 if they meet income eligibility requirements.
Newcomers to Bluebikes can get a year of rides for $60. It's normally $129.
What's happening: You're likely to see digital ads, social media posts, billboards and MBTA ads encouraging people to get their proverbial pass in gear.
It's not unlike the old Menino-era trash cans that commanded Bostonians "HEY KEEP IT CLEAN" in all caps.
Deehan's thought bubble: Love a good semi-vulgar twist on the word "ass." More government agencies should swear.
Plus, the combination of Bluebikes' e-bike options and the city's new bike lanes means you can zip around without much of a hassle.
