"This is Your Muni" Musical Etiquette Campaign

Target Audience: All Muni riders on our new LRV trains.

Strategy Objective:We used song lyrics to highlight the behaviors we wanted customers to exhibit and the train features we wanted to highlight. We knew that we needed something creative and witty to get their attention. After several drafts, we launched the "This is Your Muni" campaign that featured song lyrics from multiple genres, and that included bright colors and bold designs.

Situation Challenge: The SFMTA is updating our full LRV fleet. We wanted our customers to take care of these new trains, and keep them looking as good as they did when they rolled off the yard. Our current trains are often defaced, doors are damaged, and many people don't respect them. How do we get buy in for respecting the trains, and educate about the new features?

Results Impact: N/A

Why Submit: N/A