Metrolinx needed to engage the public and increase support for the $50 billion transit and transportation investment being made in Ontario which we named The Big Move. We created and executed a print and radio advertising campaign inviting residents to participate in public consultations. Our “Metrolinx: Everyone’s an Expert” ads dramatized the power properly placed in the hands of ordinary people by showing them as the authority on transit in their community. It successfully drew them into the dialogue, not just to attend meetings, but to actually influence the shape of their city and the region in the years to come.

Metrolinx’s $50 billion transit and infrastructure plan would spread across the GTA and Hamilton with a major impact on quality of life and economic growth. It was critical to the plan’s success that Metrolinx gain public support. In order to garner buy-in and open a dialogue around the evolution of transit, public consultations were designed to be part of the process.

We created and executed an advertising campaign (print and radio) and a supporting media plan inviting residents to participate in public consultations.

The creative idea communicated the fact that ordinary people had an extraordinary opportunity to influence the shape of their city and invited them not just to attend the meetings but to participate. The campaign successfully drew people to public meetings and to online participation via the consultation website.