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
Opened in 2023 after decades of dreams and 15 years of construction, Grand Central Madison is a life-changing connection to the East Side of Manhattan for Long Islanders, as well as a marvel of architecture and design.
Student OMNY Card informational brochure, 2024
As part of MetroCard’s retirement, public school students in New York received Student OMNY Cards for the first time in 2024. This informational piece was delivered with their new cards.
OMNY fare cap, 2022
The MTA introduced a fare cap to the OMNY system in 2022, meaning riders who paid for 12 rides between Monday and Sunday would ride free for the rest of the week.
Other messages
