Case Study 1388: A PR Program to Increase Support By Employees, Customers and the General Public
Name/Title
Case Study 1388: A PR Program to Increase Support By Employees, Customers and the General PublicDescription
The Metropolitan Transit Authority of Dade County's (Miami) multi-pronged safety publicity campaign—radio spots, a traveling "Safety Bus" display, a suggestion contest, Driver-of-the-Month awards, and a football-themed inter-city "Safety Bowl" contest—aimed at reversing declining ridership by emphasizing the system's strong safety record.Context
The early-1970s public transit agency's effort to counter national ridership decline despite rising costs and population growth, at a time when personal safety was identified as riders' top concern. Shows how a coordinated, multi-tactic campaign built around a single credible core message (safety) and reinforced through community engagement, media targeting, and friendly competition can produce measurable business results—MTA's ridership rose against a nationwide downward trend.Category
Public Relations