Metropolitan Transportation Authority Courtesy Counts Campaign

Target Audience: Everyone who rides the subways, buses, and railroads with the MTA in New York City and the surrounding region.

Strategy Objective:To encourage riders to be kind and considerate on public transportation with eye-catching cartoons and memorable taglines in a New York voice.

Situation Challenge: Increased ridership and the continuing post-covid return of travelers to the system, and a corresponding rise in riders getting on each others' nerves.

Results Impact: The campaign won positive local media coverage for the MTA and returned proper transportation behavior to the public conversation.

Why Submit: "Courtesy Counts" is exemplary of a public campaign that takes a creative, fun approach to some contentious topics to encourage kindness, thoughtfulness, and better behavior among all of us when we ride. Its look and its message will be remembered by customers and will continue to influence MTA communication for years to come.