Other MTA copywriting

Fare evasion campaign

To combat fare evasion, I hoped to pitch a campaign that wouldn’t shame, nag, or insult riders. Instead, I wanted to emphasize the incredible scope of public transportation in New York by highlighting everything you can find by riding the subway or bus: One fare can take you anywhere.

(Our strategy around fare evasion messaging shifted shortly after this pitch and the idea was never pursued.)

[photo of Coney Island or Rockaway Beach]

The beach

[Bronx Zoo]

The savanna

[Midtown skyscrapers]

The concrete jungle

One fare can take you anywhere.

/

[Chinatown]

Around the world

[Hayden Planetarium]

Outer space

[Brownstone-lined street]

Back home

One fare can take you anywhere.

/

[the MET]

Mummies

[Natural History Museum]

Dinosaurs

[someone in a robot costume in Times Square]

The future

One fare can take you anywhere.

Grand Central Madison opening, 2023