The EMBARQ model represents a social and political approach to transport planning and traffic management. EMBARQ 's research, strategies, and activities inherently recognize that traffic, air pollution and congestion are made by individuals with different needs and interests, whose roles (driver, pedestrian, homeowner, and politician) change, even during the course of a day: 1] Government - EMBARQ identifies and works with key decision makers who are politically, socially, and financially empowered to find and implement lasting solutions to transportation and air quality problems in major cities in the developing world. Governments must be the dominant force in these partnerships, as the implementation of transportation policy is inherently a governmental activity; 2] Private Sector - Historically, it has been the private sector that has played a vital role in any lasting transport solutions. They alone are positioned to make the investments in clean fuel and vehicle research and development that will lead to the kinds of cost-effective and efficient technologies needed to solve the problems of urban transportation. Increasingly, the private sector sees its role as a partner with government in finding solutions to urban transport problems. Furthermore, the private sector is beginning to take on the provision of urban mass transit, freeing governments of the fiscal burden; 3] Civil Society - Over the past decade, engagement with civil society has become an increasingly prominent precursor to successful implementation of both business and government initiatives worldwide. What government and business sector entities are able to do has become increasingly dependent upon what they are empowered to do by civil society.