case study

Transit is Why

Client: Washington State Transit Association

Challenge

Public transit plays a vital role in communities across Washington State, but it’s not always fully understood or valued. WSTA set out to shift perceptions and help people see transit as a reliable, everyday resource, while giving local agencies the tools to better connect with the people they serve.

Solutions

PointNorth developed and launched Transit Is Why, a statewide education and brand campaign grounded in real, human stories. We built a flexible platform that works statewide while adapting locally—combining video storytelling, digital and social content, advertising, and a partner toolkit to share a consistent message centered on independence, access, and quality of life.

Results

Reaching millions statewide and activating 30+ transit agencies

Transit Is Why helped build a more connected, consistent voice for public transit across Washington—driving strong engagement while making it easy for agencies to participate and share the message locally.

  • Unified campaign brand and narrative, giving transit a clear, human-centered voice statewide

  • Alignment across 31 transit agencies, building buy-in and long-term momentum

  • 1.1M+ impressions and 37K+ clicks through Google advertising

  • 188K+ video views with strong average watch times across YouTube

  • 1.3M+ social reach and 3K+ content interactions across platforms

  • 50K+ website visits driven by integrated campaign efforts

  • Scalable campaign toolkit enabled easy adoption and local customization

Awards

—PRSA Oregon Merit Award | Campaign
—SMPS Seattle | Best Marketing Campaign
—SMPS Award of Excellence | Brand Awareness Campaign
—APTA AdWheel Awards | Best Educational Campaign

  • Man leaning over in front of a bus holding his dog
  • A young woman smiling and holding peace signs up while sitting on the bus
  • Woman sitting in the drivers seat in a bus with a second woman standing next to her smiling
  • A man sitting with a cane smiling sitting on a bus

Services

  • Campaign Strategy & Execution

  • Brand Identity & Messaging

  • Audience Segmentation & Personas

  • Video Production & Storytelling

  • Social Media & Digital Campaign Execution

  • Paid Media Strategy & Buying

  • Website & Partner Toolkit Development

  • Partner Engagement & Advisory Facilitation

  • It has been a pleasure working with PointNorth. Their ability to quickly stand up a statewide public education campaign centered around mobility has been impressive. Their detailed approach along with client management has allowed our group to make quick decisions with flexibility is certainly a highlight. 

    Justin Leighton, Washington State Transit Association