When MT first introduced the routes 1C and 24 to UTM back in September 2003, very few returning students used the service; it was mostly just the first-year students using it. Then in September 2004, it was first- and second-year students using the service, and then up to third-year in 2005, and nowadays the buses that were once empty are now packed.
I saw this first-hand and so I don't have much hope for MT to get the old generations of people to completely abandon their cars and take transit. It just won't happen and this is why I don't like the marketing of VIVA. But you can at the very least delay a car-reliant lifestyle in the new generation, and even that is a huge difference.
Also, despite what Councillor Iannicca suggests, there are A LOT of people going to UTM who use transit, and in fact recently voted in favour a school-wide transit pass that ALL students pay for.