The Ask: Get commuters back on Boston's public transit after COVID led to a steep drop in ridership.

My Role: Associate Copywriter. I developed concepts, presented ideas, and wrote campaign copy.

The Deliverables: OOH, Paid Social, Digital

The Spin: Talking about clean trains wasn’t going to change behavior. The real benefit was everything the rider didn’t need to think about: parking, traffic, and tickets. By pairing iconic Boston imagery with a straightforward (slightly snarky voice), we repositioned the T as the smart choice, not the backup option.

The Outcome: Ridership rose. A lot. Some lines even surpassed 80% of pre-pandemic ridership. Source: MBTA ridership data.

My Team: ‍ ‍

• Executive Creative Director: Margaret McGovern

• Art Director: Tyler Adams