RATP Dev USA History of Transit Coloring Book

Target Audience: By engaging elementary-age kids (ages 6-12) through the "History of Transit Coloring Book," we tap into their natural curiosity and cognitive development, providing an educational opportunity that can shape their understanding of public transit positively and transform them into future advocates. This approach also fosters community engagement, counters transit stigmatization, and even influences parents' perceptions, making it a strategic choice. The coloring book is tailored to children's preferences with engaging visuals, accessible language, and interactive elements, ensuring it's both fun and educational.

Strategy Objective:Our initiative, in sync with the "Quality Transit for Quality of Life" campaign, uses the coloring book to support our goal of enhancing overall quality of life through improved transit options. We seek a lasting impact, nurturing young individuals to embrace transit as essential, influencing their choices and values, and contributing to sustained transit development. Our ultimate aim is to empower the future, where children grow into adults who actively support, advocate for, and use public transportation, fostering a more sustainable and connected society.

Situation Challenge: The creation of this entry was necessitated by several critical factors. Our "We Move People" community engagement program, combined with the challenges of transit stigmatization and declining ridership, prompted the development of a comprehensive approach. In the context of our overarching marketing campaign, "Quality Transit for Quality of Life," targeting elementary-age children with the "History of Transit Coloring Book" was a strategic response. This initiative aims to educate, engage, and cultivate future advocates, ensuring the growth of ridership for a sustainable transit future and improving the overall quality of life in our communities.

Results Impact: The initial impact of our entry has been substantial, with nearly 300 coloring books distributed at the APTA Expo, and almost 200 more at conferences since. A wider reach is anticipated through our 37 nationwide operating locations. These books will be given to schools within the communities we serve, and our aim is to engage thousands of children and parents, fostering a lasting positive impression of public transit. As we continue to expand this initiative, we look forward to tracking increased transit interest and community engagement. RATP Dev USA has plans to create 2-3 more coloring books focusing on 1. good transit citizenship, and 2. transit safety.

Why Submit: This entry was submitted because it addresses a pervasive issue across the country – the stigmatized view of public transit. We recognize that public transit faces an industry-wide dilemma, with ridership declining and misconceptions prevalent. Our approach is proactive and forward-thinking; by engaging children at a young age, we aim to reshape their perceptions, ultimately leading to a positive, lifelong relationship with transit. Winning an Adwheel Award would signify the industry's recognition of this strategic, community-focused initiative. It acknowledges the importance of early education to combat transit stigmatization and grow a new generation of riders and advocates. This initiative doesn't just benefit RATP Dev USA but the entire transit industry.