You also may want to consult our coverage of Free Pubic transport in Tallinn and elsewhere via https://worldstreets.wordpress.com/category/free-public-transport/, and in particular our widely read Why Free Public Transport is perhaps a bad idea.
You can find another video on the Tallinn project produced at the time of project launch at http://www.youtube.com/watch?NR=1&v=MjOCFiX3kno&feature=endscreen.
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Bio: Trained as a development economist, Eric Britton is a public entrepreneur specializing in the field of sustainability and social justice. Professor of Sustainable Development, Economy and Democracy at the Institut Supérieur de Gestion (Paris), he is also MD of EcoPlan Association, an independent advisory network providing strategic counsel for government and business on policy and decision issues involving complex systems, social-technical change and sustainable development. Founding editor of World Streets, his latest work focuses on the subject of equity, economy and efficiency in city transport and public space, and helping governments to ask the right questions -- and in the process, find practical solutions to urgent climate, mobility, life quality and job creation issues. More at: http://wp.me/PsKUY-2p7