The Rapid's new ad series tells riders' stories, benefits to community

Paul Mackie, one of the nation’s foremost mass transit bloggers and the communications director of the Virginia-based nonprofit research organization Mobility Lab, recently posed this challenge to America’s public transportation industry’s leaders:

“Where are the Super Bowl-esque ads about public transportation? Where are all the transit ads representing freedom to explore and observe, safety, good health, cost savings, sustainability, community, patriotism, and happiness? Transit communications needs to catch up if transit and alternate modes ever hope to catch on.”

At The Rapid, we have embraced Mackie’s challenge. We are launching a new campaign that informs the Greater Grand Rapids region about the merits of public transportation through simple, powerful, consistent and, most importantly, positive messages about the experience.

We recognize people know The Rapid as Grand Rapids public transportation system. But there’s more to The Rapid than buses on the street or the bus stops and shelters you see in your neighborhood.

Last year, The Rapid provided almost 12 million rides. That’s a big number. It’s easy to forget that every ride is taken by a person, a person with a story. Through our new educational campaign, we are providing glimpses into the lives of a few of our riders. 

We asked them to share – in their own words – how The Rapid is a part of their lives and a part of the fabric of our community, and now we want to share those stories with you. 

It’s a stories of independence for a young man with autism, what kind of place a mother wants for her family, of achievement from a business owner. These stories, and thousands more like them, show the impact public transportation has on our community. It’s more than just getting people from the North Side to downtown, or from East Grand Rapids to Kentwood. Riding The Rapid is really about community and the ways in which public transportation changes lives for the better—every day.

Everybody in Greater Grand Rapids wins with a strong public transportation system – even if you never ride a bus. We are stronger, more economically vibrant, and successful when everyone has the opportunity and access they need. But don’t take our word for it. Let our riders show you.