03 / Work
GMMB developed and tested a set of core messages to ensure that Congress and the administration understood the importance of increased investment in public transportation. Messaging emphasized the role public transportation plays by positioning it as part of the solution to a struggling economy, as well as overdependence on foreign oil, global warming, and traffic congestion. These messages, supported by a theme that is both positive and forward-looking, “Public Transportation Takes Us There,” became the foundation of GMMB’s communications strategy. This helped lead to a two-year bill being passed in 2010.
Leading up to the next reauthorization in 2012, GMMB built on the “Public Transportation Takes Us There” foundation and created a new campaign to show the great economic value that public transportation has on local communities: increasing property values, as centers for business development, and as the lynchpin for livable and walkable communities. The economic message, supported by a theme that is both positive and forward-looking―“Where Public Transportation Goes, Communities Grow”―resonated significantly in research and became the foundation of the ongoing branding campaign.