Public Information Campaign

Background: I have developed the “Play and Ride” campaign for the COMSTRAT 701 course, instructed by Professor Michelle Galey. This project aims to reinvigorate the use of public transportation among one of the most active pre-pandemic passengers, youth. My role as an author was to develop a comprehensive campaign for the King County Metro Agency, applying public relations and digital marketing core elements. The execution timeline for the project involved one week of planning, researching, and delivering the final document.

Scope: The completion of this assignment involved a few key elements:

• A deep research and analysis of a real problem of the King County Metro Agency, the low adoption of public transportation by residents. Using the existing data, I tried to acknowledge the target audience’s attitudes and motivations in a way that would encourage a behavior change.
• Planning and writing the campaign’s vision, mission, target audience characteristics, and application of a creative persuasion strategy to ensure a behavior change. 
• Creation of a PowerPoint presentation for this campaign, highlighting the core elements.
• Designing a few visuals for the campaign.

The most challenging part was to execute the project in a relatively short period. However, setting clear goals and breaking the task into small steps has helped to meet the deadline.

While this conceptual campaign hasn’t involved any real budget planning, I proposed realistic estimations in terms of financial expectations.

Process: This project included critical steps dictated by its strategic purpose:

• Search for a real problem of public transportation and propose a creative solution.
• Using the existing research to define the target audience.
• Leverage similar initiatives in public communication and adapt them to the King County situation. Gamification has been highly efficient for this specific target audience.
• Integrate persuasion theories ( Theory of Planned Behavior) to generate a behavior change. 
• Craft campaign messaging, identifying stakeholders, partners, and setting realistic budget estimations.

Lessons Learned: This project allowed me to leverage my knowledge in strategic communication as well as my creative skills. Drawing on my background as a Journalist, where I frequently engaged in impactful storytelling, I was able to develop a compelling multimedia production. This piece significantly enhances my portfolio, demonstrating my skills as a Digital Media Specialist and Public Relations Specialist for a professional communication setting.