Post 9-11, the Philadelphia Regional Transit Partners sought to engage commuters in keeping transit systems secure through a program funded by the Department of Homeland Security. Our campaign — “Look Up. Speak Up.” — encouraged the public to report suspicious behavior anonymously and provided them the tools necessary to report it.

In addition to paid advertising, we developed, placed and managed all social media for the campaign. Our extensive pipeline of content punctuated important public service information with interesting, timely posts to engage followers with an affinity for all things relevant to Philadelphia culture. The fun, “Philly” tone of the posts was an effective way to keep the message fresh and relatable over the nine-year length of the contract with the transit partners.