Why I Ride video series

Target Audience: The Jacksonville Transportation Authority (JTA) created the "Why I Ride" video series showcasing diverse customers to reach people who don't typically ride the JTA system or who have never ridden it at all.

Strategy Objective:The strategy behind the "Why I Ride" videos was to identify and feature the faces of Jacksonville's choice riders ' people who are not dependent on public transit - in an effort to eradicate old perceptions. Riders gave their testimonies on camera expressing the positive experiences they have riding the JTA system. The videos illustrated to the community that there are people just like them who live in great neighborhoods, who own one or more vehicles or who prefer to ride the JTA system to and from work and other destinations because it is affordable, accessible, convenient and safe.

Situation Challenge: The situation or challenge that necessitated creating the campaign was the poor reception initially received from businesses and others in the community who had negative perceptions about people who use public transit.

Results Impact: The results of the "Why I Ride" videos were very favorable. On a daily basis, some of the choice riders featured in the videos would call the JTA's Customer Service Department to tell us they had become instant celebrities at local businesses and in their communities. More than 250,000 people watched the videos when they aired. The campaign accomplished the JTA's goal of promoting the fact that people from diverse backgrounds, cultures and income levels enjoy riding the system. Exhibiting positive images of who rides public transit also changed perceptions in the business community for the better.

Why Submit: The JTA's "Why I Ride" video series should win an APTA AdWheel Award because it took an inventive approach to an issue transportation authorities throughout the U.S. are facing. As people commute further distances to work and America's roads and highways become more congested, enticing the public to ditch the one-car, one-driver mentality is crucial. The videos illustrated that people from all walks of life ride the JTA's fixed route buses, the iconic Skyway, the St. Johns River Ferry and the First Coast Flyer bus rapid transit system. The JTA saw an increase in ridership during and after the campaign was implemented.