San Joaquin Regional Transit District Care Connection Campaign

Target Audience: The target audience for this entry was passengers in need of transportation options in order to receive healthcare options beyond San Joaquin County. A secondary focus was to educate health care providers about the program so they could inform their patients.

Strategy Objective:RTD's objective was to create an engaging, high-quality video that would highlight the Care Connection service. The video entitled "Reconnect with Health" follows a family using Care Connection to get to a medical facility. The ad captures the personal and emotional situations patients face regarding healthcare while emphasizing that finding affordable and reliable transportation is the last thing they should be worrying about. The ad aired on Comcast, YouTube, and other social media.

Situation Challenge: Patients with specialized needs were having difficulty arranging transportation from their homes to appointments outside of San Joaquin County. In response, RTD created Care Connection to provide passengers with affordable transportation choices to non-emergency medical appointments. These options include connecting passengers from their homes to transit services including RTD's Commuter buses, Altamont Corridor Express (ACE) trains, and Medivan, operated by Stanislaus Area Regional Transit.

Results Impact: The "Reconnect with Health" video raised awareness for the Care Connection program with a combined total of 237,258 views on YouTube and Social Media; of those viewers, 57% watched the entire spot and did not "skip ad." Inquiries from both patients and medical professionals increased as a result of this ad.

Why Submit: RTD created a heartfelt and captivating video promoting a service that solves a transit need. RTD recognized a need in the community and responded to that need with Care Connection. The number of views on YouTube speaks to the success of the "Reconnect with Health" video and shows it has reached the target audience and beyond.