Turning boring data into eye-catching art
Every year, BART publishes the Role in the Region report - a massive document containing vital information about BART's social, economical, and environmental impacts across the Bay Area. This data is presented to business leaders, elected officials, and advocacy groups to promote BART, but the information in the report is often deemed too "inside baseball" for a more general audience.
Transit Saves is a multi-year, multi-disciplinary ad campaign designed to turn this data into quick facts that can be easily understood - instead of pounds of CO2 saved, it's trees required to offset. Instead of passenger-miles taken off the road, it's the length of the traffic jam that would be created.
These ads were so successful inside the BART system, the Transit Saves campaign was given the go-ahead to go beyond the traditional bounds of BART, being featured in billboards by Highway 880 in Berkeley and in a large-scale online ad buy.
These ads were so successful inside the BART system, the Transit Saves campaign was given the go-ahead to go beyond the traditional bounds of BART, being featured in billboards by Highway 880 in Berkeley and in a large-scale online ad buy.
Different platforms with one message
Transit Saves was imagined first as a digital only campaign, which meant that in many cases, animated graphics told the story as much as the text did. During the project, we expanded the scope into print, resulting in updated imagery that works without motion while still maintaining the dynamism that made the initial concepts so alluring.
"Evergreen" content with staying power
Even multiple years after the Transit Saves campaign began, my focus on creating attractive content that didn't feel out of date or irrelevant has proven invaluable, as Transit Saves ads are still common throughout the BART system, being used in places where posters and advertisements are difficult to replace. Transit Saves continues to teach people to this day.
