Miami-Dade Transit - Abuela's Transit Tips #RespectYourRide - Improve manners; change behavior

Target Audience: MDT's passengers and others who use public transportation.

Strategy Objective:The main objective of the Respect Your Ride campaign is to educate people on behavior. As the Department was gearing up to roll out new rail and bus vehicles, we decided to take the opportunity to re-educate the public on how to behave on public transit. In order to best reach the masses, it was important to have a relatable figure that transcends cultures and languages. Everyone can relate to memories of their grandmother. When it comes to manners on public transit, the Department needed a grandmother who could educate riders about cleanliness, politeness, and overall how to respect your ride. Using the star power of YouTube sensation, content creator, and Miami native, Jenny Lorenzo, the marketing team produced four Abuela's Transit Tips videos.

Situation Challenge: Oftentimes riders forget that public spaces are shared spaces. In order to make the commute a more pleasant one for all riders, we are constantly refreshing our Respect Your Ride messaging. Previously, the marketing division for the Department produced ads with catchy phrasing reminding people to be courtesy and respectful to not just their fellow passengers but the vehicles as well. In order to step it up a notch, the Department decided to produce educational videos about how riders should behave on public transportation. Short, well-produced, and engaging videos are a sure way to have people retain information ' especially if the videos include a recognizable and memorable character.

Results Impact: Abuela's Transit Tips videos showed transit riders the importance of good manners on board public transit and offered tips for a more enjoyable ride. The videos, released in 3 languages, through the Department's social media accounts became instant hits. They had more than 96,000 views combined on Facebook, Instagram and on our rail station platform screens between 6/2018 and 10/2018. The Department's following also saw an increase after the videos were posted. Within 4 months, the Department gained approximately 335 new followers, which accounts for 45% of the total of new followers. Through the abundance of positive comments our riders made it clear that they appreciated Abuela's message: Robert.M She's funny and i dont even speak Spanish; ximenavpm@big_t81 ILOVEit! Listen to Abuela!

Why Submit: Most, if not all, transit agencies face common curtesy issues with their riders. These videos addressed some of the most common issues in a fun and creative way. Months after the campaign launched, people are still engaging with the content. Specifically, riders are posting pictures to their personal account whenever they see an Abuela video on the station platform. In the end, respecting each other and being mindful of shared spaces while riding Miami-Dade Transit has become popular thanks to the lighthearted Abuela videos. The campaign received regional acclaim -winning 1st place, Member's & Judge's Choice awards at the annual Florida Public Transportation Assoc. (FPTA) Conference. And besides, they're really funny!