Courtesy Counts

In 2023, the MTA launched the latest version of its courtesy campaign. As Senior Copywriter, I worked closely with our illustrator, deputy design director, and other designers to brainstorm concepts and write copy for cartoons depicting bad manners on public transportation. The campaign used humor and exaggeration to gently nudge riders toward better behavior without nagging or hectoring.

The campaign won Best Marketing and Communications Educational Initiative at the 2024 APTA Adwheel Awards.