Q&A
Discussion of the 'Ride Inside, Stay Alive' campaign
1:01:37
·
159 sec
Council Member Brooks-Powers inquires about the resources and effectiveness of the MTA's 'Ride Inside, Stay Alive' campaign. MTA representatives provide details on the campaign's implementation and measurement.
- The campaign utilizes MTA's creative team resources and collaboration with high school students
- Digital screens and advertising channels within the subway system are used to display campaign messages
- The MTA doesn't track specific budget allocations for the campaign
- Effectiveness measurement is ongoing, with regular meetings between involved agencies
- The campaign focuses on student-led messaging to increase impact on young people
Selvena N. Brooks-Powers
1:01:37
About a year ago, the MTA, together with the city's agencies, unveiled its ride in size stay alive campaign.
1:01:46
How much funding and manpower was dedicated to this campaign?
Jeremy Feigelson
1:01:51
Okay.
1:01:53
Chair, we don't track that as a specific budgetary line item.
1:01:57
What I can tell you is that, what the MTA has contributed to that effort is, 1st and foremost, the resources of our creative team.
1:02:04
We paired up that great student team from High School of Art and Design under, leadership of Principal Max Segura, with the same folks at the MTA, the same professionals who design all the messaging that goes out to our customers across subway, bus, and commuter rail.
1:02:18
We also have contributed the resources of our digital screens and our advertising channels within the system.
1:02:24
So those student voices that you're hearing in the cars, in the stations, that's an MTA resource.
1:02:30
The digital screens where you see the signage, which we have here, which is still up there, today, I saw it this morning.
1:02:41
And you'll hear the student voices, every day in our system and those are our resources.
1:02:46
So it's a very substantial contribution.
1:02:48
It's just not one that we track in terms of a dollar expense.
Selvena N. Brooks-Powers
1:02:52
Is there a reason you don't track that?
Jeremy Feigelson
1:02:55
Well, in, in we've been focused on just, you know, making the contributions as opposed to counting them, Chair.
1:03:04
The staff time, you know, is, some these are people who are working for us full time every day, on lots of initiatives.
1:03:11
So it might be, a little bit challenging to break it out.
1:03:15
Similarly, the contribution of the screen time and the audio time, it's just not something that we would typically measure.
Selvena N. Brooks-Powers
1:03:22
How do you measure the effectiveness or success of the campaign?
1:03:26
Is there a way to determine whether it's change in behavior?
Jeremy Feigelson
1:03:30
Well, that's something we work on every day and I would underscore it, but we really appreciate being brought to the table together today.
1:03:35
I just want the Chair and all the members present to know that we are at the table together every day, all the agencies that you see here today and more.
1:03:44
We are talking regularly, meeting regularly and trying to, come up with better answers to exactly the question you've asked, which is what kind of interventions are going to be impactful.
1:03:52
So, I would commend especially DYCD for leading the conversations directly with students because we need to hear from them.
1:04:00
It's all about meeting the kids where they are.
1:04:02
And we're continuing to do that.
1:04:04
We are working on an updated messaging campaign, sort of right inside 2 point o which we hope to launch, sooner rather than later.
1:04:12
So all those efforts, the messaging and the measurement of the messaging are ongoing.
