TraX, founded in Berkeley, is a new social impact media platform that encourages positive “reuse actions,” such as bringing a reusable cup, bag or straw to stores when shopping. Shoppers take action by photographing their reuse items via Instagram or Facebook mobile apps, add the store location and the #traXactions hashtag and share the action online for cash rewards. By using popular social media channels, TraX is accessible to most US shoppers. Each action is rewarded via “Square” cash from the TraX partners, including top reusable products companies, non-profits and other organizations committed to reducing waste from single-use disposables. TraX also connects and acknowledges their “Action Hero” users to leverage their actions to motivate others. Six months after launching, 60% of traX users are based in Northern California and 10% in Alameda County.