It’s a study. People are normally paid to participate in studies because otherwise no-one would bother doing them.
It’s not meant to change the city overnight, it’s a study to test how people’s behaviours change if they reduce the number of cars they own, which is what we want (ideally to zero, of course).
In summary, IT’S A STUDY.
I wonder if it’s reflecting the dogs playing poker image:
I did cherry pick this one tbh, but most of them have different types (and colours) of dogs.