Doing Our Part

WMATA

BACKGROUND
Following the lift of COVID-19 stay-at-home orders, we set about developing appropriate messaging to welcome riders back to Metro. We did so in a multi-phased approach:

1. Feature real Metro employees talking about the enhanced safety measures they’ve taken to protect their riders and their community.
2. Using simple, yet colorful imagery and playful headlines, we let riders know what they needed to do so we can all stay safe.

The overall tone was designed to feel brighter and more personal compared to the litany of heavy-handed, “we’re all in this together,” messaging.

In the second phase of the campaign, we evolved the message to reflect the changing circumstances of COVID-19. Cabin fever was setting in and people were preparing to venture out. We decided to embrace this feeling of growing optimism by tapping into the rhythm of the capital region: bucket drums and a go-go beat. An original piece of music meant to move some feet and inform the DMV. That initial evolution was then followed up with some soulful tones from bass guitar, a musician finding inspiration on Metrobus, and a reinforcement of enhanced safety protocols.

CONSUMER BELIEF
I’m not sure what “safety” really means in this new COVID era, but I know it’s needed.

BELIEF INTERSECTION
Here are the enhanced precautions we’re taking to keep our riders and our communities safe.