"CATA Drives" promoted community, goodwill, and driver recruitment.
In 2016, CATA turned to LKF for help with a campaign to increase ridership and the public positioning of the organization by riders and non-riders alike, as well as using it as a driver recruitment tool. LKF came up with the idea of "CATA Drives" and a number of community-minded things CATA drives in the greater Lansing area on a daily basis.
Originally the concept spun into print, outdoor, and radio ads, then eventually focused mainly on print ads. The campaign emphasized that CATA does more than drive passengers; the utilization of public transportation also drives jobs, the economy, and the community.
The design uses actual CATA bus drivers and riders in order to elicit a more personal feeling and highlighted the benefits of public transportation ridership including community investment, increased home values and sales transactions, and job creation.
Account service, copywriting, graphic design, media buying