Face Coverings Bus Advertisements
Target Audience: The target audience for this campaign was the Coastal Bend community. With facial coverings being recommended and then required in public settings, CCRTA wanted to emphasize why wearing a mask is important since it could be the difference in reducing the spread of COVID-19 or other germs.
Strategy Objective:The objective was to have all community members wearing a mask when in public, including when on board CCRTA buses, or at CCRTA transfer stations, facilities, and bus stops. The design of the bus advertisement was animated, bold, and colorful to help draw the attention of community members. The bus advertisement was placed on the side and back nine different buses, and complemented CCRTA's "'"B' Safe Campaign" which includes additional physical and digital messaging, as well as hand sanitizer stations and mask dispensers on all buses.
Situation Challenge: The COVID-19 pandemic was and continues to be a challenge for all communities around the world. Properly wearing a facial covering, in addition to social distancing, and frequent hand washing, were emphasized by the CDC to help reduce the spread of COVID-19. There were still community members or riders who would refuse to wear the mask, or remove it whenever possible. CCRTA felt that impactful messaging was necessary in order to persuade individuals to wear a mask for their personal wellness as well as the wellness of their family, friends, and neighbors. By placing the ads on the front and back of the bus, CCRTA would have messages that would consistently draw attention when in transit or parked.
Results Impact: As a leading public entity in the community, CCRTA wanted to lead communication in stopping the spread of germs. The bus ad's messaging "Face Coverings Save Lives" helped emphasize the significance of wearing facial coverings, and the different options available. The "Face Coverings Save Lives" bus advertisement alongside other messaging helped CCRTA increase ridership by as much as 29.6% (168,776 rides in April 2020 to 218,724 rides in October 2020).
Why Submit: The COVID-19 pandemic has had a severe impact on the community, with more than 32,000 cases and almost 600 deaths in a county with an estimated population of 362,000. In order to help prevent the spread of germs and save lives, mask wearing is critical. CCRTA's bus advertisement design is bold, colorful, and relatable to the community, helping it stand out while on the road or in traffic. In coordination with other "'B' Safe Campaign" initiatives, the bus ad's design is making an impact in reducing the spread of COVID-19 in our community.