Sound Transit - Channel Card - Incident Reporting/Security

Target Audience: Who was the target audience for this entry? People who ride Link light rail or Sounder Train Population centers within the King, Snohomish, and Pierce counties Adults 18'54 Employed full-time

Strategy Objective:Along with giving riders a number they could send a text message to or call, we also wanted to empower them to do the right thing. Often times, people hesitate to get involved for a variety of reasons ' "it's none of my business" or fear that the aggression will be turned on them. With this campaign, we motivated people to do the right thing by tapping into their "inner hero" and taking action.

Situation Challenge: When we surveyed riders to find out what was the most pressing issue was when it came to security on our vehicles the #2 answer was that people had no idea how to contact Security to report an incident. Security added a texting function along with a phone number, so that our riders could text an incident without drawing attention to themselves. The challenge was to develop a security campaign that not only gave people a number they could text to, but to also empower them to do the right thing and get involved.

Results Impact: This ad has been universally loved as a security message that not only delivers the message of "see something wrong? Report it in real time" but does so in a positive, empowering and motivating way. We also believe that this message acts as a deterrent to potential offenders, knowing that all eyes are watching.

Why Submit: This entry should win an AdWheel for the following reasons: 1. The "Hello, hero" ad delivered a powerful message and a reason to get involved. 2. The eye-catching headline and graphic empowered people to do the right thing. 3. The ad not only gave people a reason to act but also presented a clear call to action ' text messaging or call. 4. It portrayed our riders in a positive light ' as heroes, thereby making them feel good about Sound Transit. 5. The ad also gave our riders peace of mind, knowing that not only is Sound Transit looking out for them, but other riders as well.