King County Metro: Just One Trip

King Country Metro, a transit department, encouraged residents of Seattle to change from solo trips to public transport or carpools by creating a campaign of easy solutions to common barriers.

Campaign details

Brand: King County Metro Agency: C+C

The Situation

  • Despite Seattle's "nightmare traffic" (the fifth-worst in the nation), King County Metro was fighting a losing battle to get people out from behind the wheel and onto a bus, bike, or carpool.
  • Halfway through Just One Trip, Metro's four-year campaign to encourage transit use, the program had only gotten residents to switch 100,000 solo driving trips - just 12% of goal - and recruited only 25% of the desired participants.

The Task

  • For Phase II of Just One Trip, reduce 400,000 solo driving trips (quadruple the results...

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