Transit is Why: Amplifying Voices, Championing Access

As transit funding faced uncertainty during a critical election period, we launched a public education campaign to shift perceptions, encourage behavioral change, and reinforce transit’s role as a vital community resource. Through creative storytelling and strategic outreach, the campaign highlighted transit’s impact on daily life, economic mobility, and community well-being. My goal? Share the faces behind transit and elevate its value as a community lifeline.

Role
Creative Director
& Project Lead, PointNorth

Client
Washington State
Transit Association

Contributions & Strategy

As Creative Director and Project Lead, I oversaw the development and execution of a completely new, fully ideated campaign and brand. Directing a team of creatives and strategists to ensure all campaign elements were strategically aligned, engaging, and impactful. I did this by ⬇️

  • Establishing a new brand identity – Spearheading the creation of Transit is Why, shaping its name, branding, messaging, and visual identity from the ground up

  • Crafting the campaign narrative – Leading strategic messaging development to position transit as an essential community service, making it relatable and meaningful for diverse audiences

  • Guiding multi-channel content development – Overseeing the creation of videos, social media content, graphics, and a campaign website to engage audiences across digital and traditional platforms

  • Directing video storytelling – Driving the Transit Stories video series, shaping creative direction, interview selection, and storytelling edits to emphasize real transit experiences

  • Maximizing digital engagement – Guiding a strategic mix of paid and organic content across Meta (Facebook & Instagram), Google Ads, and YouTube to reach key target audiences

  • Developing a statewide partner toolkit – Leading the production of customizable materials—including social templates, posters, and messaging guides—to support local transit agencies in amplifying the campaign

  • Engaging key partners – Presenting campaign strategy and outcomes to the WSTA Board of Directors, marketing committee, and industry conference to secure buy-in and collaboration

  • Aligning with statewide outreach efforts – Ensuring the campaign complemented broader transit advocacy and policy initiatives to enhance impact and longevity

Awards

  • 2024 PRSA Oregon Merit Award for Best Campaign

The Impact

Through creative leadership, strategic storytelling, and partner collaboration, the Transit is Why campaign not only increased public engagement but also strengthened transit’s role as a vital, accessible, and community-driven resource in Washington State. Highlights include⚡️

  • Expanding digital reach – The campaign achieved 1.3M+ Facebook reach, 219K+ Instagram reach, and 1.1M+ Google Ad impressions

  • Boosting engagement – Social media interactions totaled 3.2K+ on Facebook and 2.7K+ on Instagram, with 28K+ ad-driven clicks driving further participation

  • Elevating video storytelling – Videos accumulated 188K+ views, fostering emotional connections and public interest in transit stories

  • Strengthening partnerships – Engaged 31 transit agencies statewide, with 17 actively integrating campaign materials into their communications

  • Driving real-world participation – The campaign’s website attracted 46K+ visitors, helping audiences learn more about transit options and benefits

  • Amplifying diverse voices – Video storytelling and localized content highlighted the perspectives of transit-dependent populations, rural communities, seniors, and individuals with disabilities, ensuring broad representation

  • Securing long-term impact – By establishing Transit is Why as a lasting advocacy platform, the campaign continues to influence transit support into 2025 and beyond