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Unnecessary vehicle idling negatively contributes to air quality, which harms human health. The latter harms are greater when vehicles concentrate in an area frequented by vulnerable populations, such as children and hospital patients. The present experiments evaluated the effects of social-norm messages presented in a hypothetical school pickup zone on online drivers’ intent to idle. In Experiment 1, when messages were described as presented on a dynamic feedback display, much like those used to reduce speeding, they significantly decreased intent to idle. This effect was larger when a picture of a child accompanied the message. In Experiment 2, the social norm message plus picture significantly decreased intent to idle when four or fewer other drivers in the area were described as idling (i.e., ignoring the injunctive social-norm message). Future planned research will evaluate the efficacy of this dynamic display in reducing real idling behavior in high-idling zones frequented by vulnerable populations.