Rio Metro RTD Human Trafficking Awareness Campaign

Target Audience: The communities we serve at large along the Rail Runner's 100 mile corridor and the rural areas of Valencia and Sandoval counties in New Mexico. Just as important, the messaging was for the people being trafficked to provide them with resources and give them hope.

Strategy Objective:The objective was to bring public awareness about the plight of human trafficking on public transit. A new webpage provided resources, training opportunities and educational materials, both nationally and locally. A QR Code was included on all marketing pieces for easy access to information and support. A pocket brochure (in both English and Spanish) addressed signs to recognize and questions to ask of those being trafficked. The campaign utilized several formats, including our own. For the Rail Runner: a digital screen ad, a bathroom sticker, posters at entrance/exit cab doors, and kiosk posters at the platforms. For Rio Metro buses: exterior bus ads, and posters at bus shelters. For the website: a banner ad, and a homepage Spotlight linked to the dedicated webpage.

Situation Challenge: January is Human Trafficking Awareness Month, so it was important to launch the program that month. The logo was key to the creation of all the marketing pieces. The look, imagery and message had to be clear and not something canned. Research showed that there are certain colors that resonate with victims of human trafficking, one of which was incorporated into the marketing pieces. The logo was going to be used in multiple formats, so it needed to be easily recognizable as Rio Metro's as well as the cause being promoted. Partner logos who would help spread the word about this campaign were included. Because this is a multi-language state with Spanish the second most commonly spoken language, the pieces were all done in English and Spanish.

Results Impact: To date, the train monitors generated 6,940,263 impressions and 384,194 riders have viewed the poster by the entrance/exit doors. A print ad ran in 3 newspapers with a combined 69,097 in distribution. A January e-blast ((10,000+ subscribers) promoted the campaign. 2,500 the pocket brochures handed out. Our social media platforms have a total reach of 2,149 with an average of 14 engagements each. The dedicated webpage has had 964 pageviews since its creation in January. ABQ RIDE, a partner, installed 170 interior posters on buses with an average of 413,692 ridership. The state-wide transit association included an article in their January e-newsletter to their 134 members. Overall, the number of people reached is 609,873, and continues to grow.

Why Submit: Human trafficking is more pervasive on public transit than publicly known. This made it even more imperative that Rio Metro's awareness campaign had the right message and gained as much visibility as possible. The unique design of the logo, the vibrancy of the color makes it hard to miss. Displayed on the train, at station platforms, bus shelters and bus panels that traverse the central Rio Grande corridor has helped to maintain top of mind awareness. The opportunity to utilize as many media formats as we did with this campaign played a significant role. The Human Trafficking webpage has a permanent place on our website and we will keep awareness alive through continued outreach at community events.