Transforming a complex policy document into beautiful, engaging digital and social content.
The Regional Transportation Plan (RTP) is a plan for the future of transportation in the Greater Toronto Hamilton Area (GTHA), first released in 2008. With over $32 billion invested in projects underway and upcoming, there was a very real need to engage and educate the public about the RTP.
Our target was everyone who lives in, works in, or visits the GTHA. We needed to consider residents, people who work in the area, urbanites, people living in rural areas, and those just passing through. The challenge we faced was two-fold: Build trust in Metrolinx, and drive engagement with the RTP.
Our strategy was to bring a human element to the complex policy document: Explain what the RTP means for GTHA residents and the future of the region, why residents should trust Metrolinx and their recommendations, and why they should be engaged.
We used online and offline channels – website, social, paid media, video and events – to tell compelling stories that supported the priorities in the plan while strategically integrating calls-to-action for feedback. By customizing content for each platform and audience, we addressed the public thoughtfully and established the Regional Transportation Plan as worthy of their trust and confidence.
Each beautiful piece of creative told a story of how Metrolinx and its partners are building a better future for transportation for all of us. Powerful calls to action rallied the public to help us continue the story by providing their input at our campaign destination: MetrolinxEngage.com
Results were extremely positive, and downloads of the plan far exceeded our expectations.