Matt Falcon, the avowed Fresno ebike rider, is at it again.

This time, he's interested in expanding the ranks of those who minimize their dependence upon fossil fuels. He wants people to try something new, even if it means changing their lifestyles somewhat.

He sums it up in four words: "Gas is your choice."

"Yep... I like changing the conversation," Falcon tells Pete Moe, an organizer of Fresno Earth Day 2012. "Had a 'divine spark of inspiration' for a great and catchy one-liner and a design for a Facebook graphic, and found it was really a great flyer/poster as well, so I designed this."

Moe responds: "I love the sentiment! Has a campaign feel kind of like the 'Stop Kony' campaign of recent."

Falcon says: "Realized I had a black toner cartridge in my color laser printer that needed to be replaced (damaged, bad quality), so instead of wasting the toner, I figured I'd print a bunch of these to post on light poles around town."

He used misprinted and recycled paper from his office. So far so good. The posters are mostly in Fresno's north end, around the River Park shopping center and Blackstone/Nees avenues. There's no group affiliation, just a message.

So far the response has been a bit lackluster. But it's just getting started. Perhaps through social media? (Readers are encouraged to share blog posts, by the way.)

"I really have no idea how it's doing," Falcon says. "Nobody's mentioned seeing one yet. (But I don't have a very wide social circle, haha)."

Expect to see more Your Choice posters. And expect to see more of this sentiment. 350.org just had its Connect the Dots Climate Impacts Day on May 5 during which it encouraged everybody to do their own thing to promote a better environment. The photos of efforts were amazing. A group in the Sierra carried a huge banner and placed it in the snow, saying something Oz-like: "I'm melting."