Metro buses are a great way for kids to get to school in the morning. However, many parents simply forget that they exist. We came up with the insight that getting everyone ready in the morning can be absolute chaos. And while Metro can’t do everything, when kids “Just take the bus” the A.M. rush hour is a little easier.
This approach not only resonated with parents, but also demonstrated to teenage kids that catching the bus is a great way to show their growing independence. After approval, we rolled the idea out across TV, radio, online and outdoor.