The Campaign
AM/FM — City of Edmonton
The City of Edmonton introduced a new low-floor LRT line in South Edmonton—an innovative transit solution without traditional crossing arms, gates, or bells at intersections. This required not only educating residents about new traffic patterns and safety measures but also generating excitement amidst concerns over delays and safety incidents.
Working with AM/FM, I focused on creating clear and factual videos and digital assets to inform and reassure the public. The “Onboarding the LRT'“ campaign aimed to counter the negative sentiment fueled by a three-year project delay and reports of cracked platforms and violent incidents.
These videos were designed to educate Edmontonians about new traffic patterns and the benefits of the innovative low-floor LRT system, while also addressing safety concerns and the impact of project delays. The straightforward content strategy successfully improved public understanding, reduced collisions, and shifted public sentiment towards positive engagement with the new transit option.
The landing page for the City of Edmonton Valley Line Southeast LRT campaign was crafted to be clear and informative, featuring essential details about the new LRT system, safety measures, and traffic changes. It included educational videos, FAQs, and interactive maps to enhance understanding and navigation. Calls-to-action encouraged user engagement and feedback, effectively boosting awareness and support for the new transit line.
