Grandparents on BART Social Media Series

Target Audience: Our social media followers, potential new riders, youth, young adults and senior citizens.

Strategy Objective:The objective was to showcase real people riding BART but through the lens of some of our most precious and vulnerable riders— youth and senior citizens. BART Communications enlisted the help of local students to film a trip on BART while riding with their grandparents. We wanted to use their voices to give ideas on where to take BART and other benefits and tips. This concept is easy to replicate, and we plan to continue the series.

Situation Challenge: With fewer trips being made because of remote work, BART is doing everything we can to attract leisure trips and to promote BART to those who do not want to drive or can't drive.

Results Impact: This adorable series is heartwarming and shows BART as an accessible, clean and safe option for families. It promotes intergenerational trips and serves as an inspiration to get young people to spend the day with their grandparents without the need to drive. The videos got 79K views on social media. Trips made by seniors have increased 13% this year, in comparison to 7% for all ticket types.

Why Submit: While many transit agencies are doing short form, vertical videos with young people, this was an original idea to pair youth with their grandparents. According to our surveys, youth and senior citizens have higher satisfaction rates compared to other riders and this series pairs the two demographics together.