The Xcape discount travel card, which launched last week, entitles five to 20-year-olds up to half price off public transport in the county to encourage long-term use of the service.
Council comms manager for environment and transport Sandra Graffham said: ‘Many youngsters want a car but we want them to continue using public transport when they’re older and think this will encourage them to do so.’
The discount card also purports to help tackle social isolation by enabling young people to travel cheaply from rural areas to the main urban centres in the county.
The card offers additional discounts at a local cinema and shops with a view to encourage young people to support Suffolk traders.
Suffolk teamed up with the local radio station Vibe FM to launch the campaign, which kicked off with a series of roadshow events across the county last week.
The card is being promoted via media relations, a website and through schools and college newsletters.
Updates on discounts for cardholders will be sent out via text messages.
Councillor Kevan Lim is spearheading the campaign.