METRO TV Spot Promoting an Employee's Heroic Efforts During Hurricane Harvey.

Target Audience: This entry was designed to target the general population, as well as influentials, touting the fact that METRO provides more than just essential day-to-day transit services.

Strategy Objective:Our objective was to show the public that METRO is more than just essential transit services, but a helpful and prominent member of the community. During previous emergencies, METRO has helped to evacuate people, provided supplies, as well as offer safe havens during natural disasters. In the case of Hurricane Harvey, we wanted to highlight the bravery of one METRO employee, in particular, who was part of a team who ventured out into the night to help save hundreds of people during the storm. We wanted to show a human side to METRO and that this is just one of the many little-known ways that METRO serves the community. We wanted the public to see METRO as more than just essential transit services, but a member of their community.

Situation Challenge: We wanted to stop the common narrative that METRO is a government bureaucracy, by placing a face on the Authority. Our employees go above and beyond every day, but in this case, a METRO employee went out into the storm, risking his life to help save others. This spot was produced to air during the anniversary of Hurricane Harvey with the goal to show the people that METRO cares about the people of the region.

Results Impact: METRO's Hurricane Harvey spot aired on five Houston television stations garnering more than 5 million impressions for the week-long anniversary run. The local newspaper took notice of the spot as well as social media. We just wanted to the people METRO's serves to know that our employees are out there, day and night, working for them.

Why Submit: This commercial highlighted much of the strength, courage and caring that METRO employees exhibit everyday, on the road and off, all while keeping the Houston region moving. We feel that this entry provides an inside look at the quality people who make the Metropolitan Transit Authority of Harris County, Texas, one of the elite transit agencies in the country.