BRINGING OUT YOUR INNER CRAZY-YET-SENSIBLE GRANDMA PERSON. Sound Transit

You knew you had a voice of reason in your head. You just didn’t realize it wore a brooch and polyester slacks. When Sound Transit needed to spread a little rational circumspection on respectable commuting, we developed the Voice of Reason. She’s fun. She’s adorable. And she’s ready to impart some right proper insight on saving you time, money and stress with your commute by using Sound Transit. And she’s difficult to ignore, too. You’ll find her on television, buses, transit boards, outdoor boards, local events, even on her very own Facebook page. Wherever you look, you’ll find the Voice of Reason sharing some sound wisdom on ways Sound Transit can help you ride cleaner, leaner and greener by taking light rail, bus or train.

Thanks to the Voice of Reason and that immaculate perm, riders for 2012 increased total boardings by 11% for Sounder commuter rail and ST Express bus. Link light rail also experienced double-digit growth into 2013 averaging almost 32,000 weekday boardings, a year-over-year increase of 14%. Take that, cars.

A new year meant the Voice of Reason needed a new strategy to get through to stubborn car-drivers—so she brought backup. Enlisting the help of Socrates, Amelia Earhart and the Man in the Iron Mask, the Voice of Reason ambushed people on their daily commute and forcibly reasoned with them.

For print and out-of-home, the Voice of Reason did what sweet old ladies do best: tell you not to do something. Our “un” messaging hit the streets and guilt-tripped everyone holding a steering wheel, while our traffic sponsorships hit the radio waves right when commuters are about to pull their hair out.

Stay tuned for next year’s “tuna noodle casserole” campaign.

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Sound Transit Bus Ads
Sound Transit Uncar Ad
Sound Transit Unhand Ad
Sound Transit Unlock Ad
Sound Transit Light Rail Ads
Sound Transit Voice of Reason Ad Campaign Details
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