Santa Cruz Metropolitan Transit District One Ride at a Time Comprehensive

Target Audience: Santa Cruz County residents and visitors.

Strategy Objective:The objective of One Ride at a Time was to create a campaign that inspires and empowers Santa Cruz County residents to protect the local environment through sustainable transportation. By tying each METRO bus ride to a donation supporting the Monterey Bay National Marine Sanctuary Foundation and the Bay of Life Fund, the campaign connected everyday actions to meaningful environmental impact. METRO buses became roving art pieces with National Geographic wildlife photos, part of a broad campaign including digital, print, radio, and social ads, as well as outdoor and onsite promotional items. Outreach events and giveaways further spread the message. This illustrated METRO's dedication to eco- friendly practices and positioned bus travel as an actionable step for planetary well-being.

Situation Challenge: METRO aims to double ridership and convert its fleet to 100% zero emissions over the next decade. To achieve these goals, METRO first needed to dramatically increase public awareness - not simply of the agency's bus service but of the role public transit plays in protecting the environment. Santa Cruz County is an environmentally conscious community that prizes sustainability and wildlife conservation. It is also home to the Monterey Bay, a hotspot for biodiversity in North America. The region's dramatic landscape supports iconic wildlife found nowhere else on earth. To raise its profile and demonstrate its commitment to the environment, METRO created One Ride at a Time to make the connection between environmental action and transportation choice clear and inspiring.

Results Impact: Since the campaign started in January, METRO's visibility within the community has skyrocketed. The agency has been featured in hundreds of earned media stories in local, regional and industry outlets, including 4 covers, 127 news features, and 193 social media features. All told, earned media coverage is up 412% year-over-year! Social media following on METRO's existing Facebook page grew by 32% during this period. The agency also used the launch of One Ride at a Time as an opportunity to start an Instagram account, whose following has grown by more than 450% since January. METRO bus ridership has increased by a healthy 15% and $42,000 has been donated to METRO's nonprofit partners, providing vital funds for conservation of the Monterey Bay.

Why Submit: This groundbreaking campaign is unprecedented in the transit world. One Ride at a Time united METRO with world-class photographers, environmentalists, nonprofits, scientists, and community leaders to rally for a common cause. This diverse coalition pooled resources and amplified each other's voices to make the connection between riding transit and saving the planet crystal clear. The visuals for this campaign are stunning, the call-to-action is powerful, and the results are meaningful. Today in Santa Cruz, whether you ride transit regularly or have never set foot on a bus, everyone is talking about One Ride at a Time.