Collaborating with transit organizations, Metro Transit aimed to boost community participation for World Car-Free Day by securing pledges to eliminate one solo car trip. Beyond the media plan, our team developed the “Car-Free Heroes” concept. The client embraced it, assigning us to execute the full creative production with the media. We portrayed local residents choosing alternative transportation as relatable heroes. We designed assets like social video campaigns and bus wraps that generated record pledges and engagement.

 

Big initiatives and lifestyle changes feel more attainable and compelling when championed by real, relatable people from the local community.