Spilling the T Podcast

Target Audience: This podcast targets MBTA riders, Boston residents, transit enthusiasts, and the broader community impacted by public transit issues. It aims to engage both frequent and occasional users of the MBTA by providing timely information, insights from transit leaders, and fostering transparency.

Strategy Objective:The Spilling the T podcast combines storytelling with expert interviews, offering behind-the-scenes perspectives on transit operations. By featuring MBTA leadership, and guests such as transit advocates, the podcast creates a relatable, informative platform for riders to learn about service improvements, accessibility initiatives, and transit culture. The podcast reaches listeners via MBTA's digital channels, driving engagement and building trust as MBTA aspires to restore ridership by showcasing a transparent commitment to change.

Situation Challenge: Amidst challenges in public perception, the MBTA sought to rebuild trust with riders by offering a transparent view into its operations. Spilling the T serves as a platform to "pull back the curtain," detailing the work underway to enhance reliability, safety, and rider experience, while sharing candid updates on MBTA's improvements and future aspirations.

Results Impact: The podcast has built a loyal listener base, with substantial social media engagement, contributing to improved public perception and greater transparency. The initiative's accessible format enables MBTA to communicate progress, answer rider concerns, and highlight efforts to transform the transit experience. The podcast currently holds a 4.5 rating on Apple Podcasts, and a 4.6 rating on Spotify and is among the top 250 podcasts in its category.

Why Submit: Spilling the T exemplifies excellence in educational transit communications. Through storytelling and direct communication with stakeholders, the podcast strengthens MBTA's connection with its community, promotes transparency, and fosters a positive public perception. It showcases how innovative public communication can strengthen connections between transit agencies and the communities they serve, making it an ideal candidate for an AdWheel Award.