The city of Denver on Wednesday launched what it said was the world’s first greenhouse gas management and reduction program targeting vehicles.

Through the program, called Driving Change, the performance of 400 private and public vehicles will be measured, and the results wirelessly transmitted and then posted on the Internet.

The hope is that once drivers see the cumulative effects of their gas-guzzling patterns—like idling, speeding, fast stops and hard breaking—they will be more likely to make changes and reduce their fuel consumption, thereby reducing GHG emissions.

“[The program] blends innovation and personal responsibility,” said Denver Mayor John W. Hickenlooper in a statement.

Participants will have access to their vehicle’s emissions information via a secure web site which allows them to monitor their progress.

Carlsbad, California-based Enviance is providing the Internet-based GHG management technology for the program. Cartasite, of Denver, Colorado, will supply the vehicle telemetry system, which transmits the data over a cellular wireless network.

Enviance CEO Larry Goldenhersh said the goal is to reduce the participating vehicles' emissions by 20 percent at the end of the year-long project.

“It’s like dieting. You set goals, put a program in place, and try to achieve them,” he said.

The program could also give the city the ability to measure the effect of GHG emissions reduction strategies. Drivers, for example, who achieve certain milestones could be given preferential parking, said Mr. Goldenhersh.

EnCana Oil & Gas (USA), a subsidiary of Calgary, Canada-based EnCana Corporation, is the lead sponsor of Driving Change. Participation in the pilot phase of the program will be free. Participants in later stages will have to pay themselves—but it is hoped the savings from fuel consumption will outweigh the costs.

Venture-backed Enviance helps companies comply with environmental, health, and safety goals using Internet-based software as a service.

Business recently has been brisk for Enviance as companies have become increasingly active in monitoring their emissions. Mr. Goldenhersh said the startup is “marching toward a very large capital event” in the near future.