A colorful and vibrant promotion for Metro’s One Car Challenge pilot launched in Santa Monica in 2023, engaging drivers to give one household car a month-long rest in exchange for free transit and cash earnings. This program was largely promoted with print collateral and extended through earned and paid media on news outlets and social media. I designed an enticing, colorful campaign to grab the attention of transit-minded drivers to try out our pilot, and wrote the tagline “Give your car a paid staycation—on us!” This pilot engaged a group of 300 participants and learned they were 4.5 times more likely to choose transit options over driving for the duration of the program. This pilot was covered in the LA Times, Big Blue Bus and CBS News.
parlato design studio 