Could a community fall in love with its transit system?
To help the Grand Rapids public transportation system strengthen its operations and win broader support, The Rapid needed a campaign that would demonstrate its importance to the community. Not only for those who ride it, but for everyone.
Investing in the community.
Non-riders needed a reason to support public transportation.
Focus groups revealed that people in Grand Rapids are passionate about the well-being of their community and everyone in it - a situation that was perfectly suited for a message strategy based upon empathy and compassion.
Real stories create real support.
We gave Grand Rapids a glimpse into the lives of people who use public transportation.
TV / Video
Multiple messages displayed along common routes allowed commuters to grasp a much larger story.
With a growing Hispanic population in the Grand Rapids area, Spanish-language translations were strategically placed to make sure our message reached everyone.