DART Steps into ActionAgency puts riders' safety first during the coronavirus
When the COVID-19 pandemic began, DART launched a campaign that addressed customers' most frequently asked questions and encouraged riders to "Ask DART."
Campaign highlights efforts to protect customers and employees
Riders have experienced firsthand the agency's immediate response to the coronavirus pandemic. Since March, customers have watched as DART adjusted service, encouraged social distancing, installed larger bus operator shields, promoted contactless fare payment, required face coverings, and added face mask and hand sanitizer dispensers to vehicles.
Yet these efforts were visible only to customers who continued riding DART. Customers who weren't traveling as much or used another means of transportation were unaware of DART's actions to keep them safe.
In July, the agency launched the "DART Steps into Action" campaign to welcome back riders who were undecided about returning to DART due to concerns about the cleanliness and safety of public transportation in general. The campaign encourages customers to "Ask DART."
All components direct people to visit DART.org/Ask, a new Ask DART section on the DART Daily blog. Articles and videos address customer concerns through a question-and-answer format and behind-the-scenes looks at the agency's activities.
The 26-week marketing-communications campaign started the week of July 6 and is scheduled to run through late December, with the flexibility to extend.
Paid advertising in English and Spanish is running on social media, streaming video and streaming radio channels to reach customers who are spending more time at home. Signs inside buses and trains and at rail stations inform current riders of our efforts. Content on DART's owned digital and social media channels communicates to DART followers.
"We hope by being transparent about our practices, we can build trust, humanize the agency, and address those factors that impact customer satisfaction," Chief Marketing Officer Nevin Grinnell said.
DART also has signed on to the Health and Safety Commitments Program from the American Public Transportation Association. The program is the public transportation industry's overarching pledge to passengers that our systems are operating safely as North America recovers from the COVID-19 pandemic.
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