MTA

Challenge: The MTA identified a need to increase public awareness about safety on its subway and bus systems. To address this challenge, the MTA launched a campaign designed to remind rides to stay aware of their surroundings and recognize potential safety hazards. 

Solution: The campaign taps into the bold red and yellow stripes identity to cut through the everyday clutter of subway and bus ads. With a fresh, approachable tone, the campaign breaks through commuters’ autopilot by pairing simple, playful language with string visuals. This balance kept riders engaged and alert in a way while also making them feel comfortable and willing to take these small actions on their commute.

Role: Copywriter