British Petroleum has launched a scheme called
targetneutral
seeking to persuade the British drivers invest in research projects in search of clean forms of energy. The idea seems to serve to raise awareness that drivers can have their own CO2 emissions, but instead of requiring them to reduce their consumption of gasoline directly (thereby reducing emissions) allows them to "offset" their consumption with investment in research.
The effectiveness of the effort is, of course, very debatable. But at least we have more information about our emissions to the atmosphere:
http://www.targetneutral.com/TONIC/index.jsp
Free Report: Don Luis Zambrano. Talking in memory. 
