Change is Tough - Great Messaging can Make it Easier
For more than a decade, the San Francisco County Transportation Authority and the San Francisco Municipal Transportation Agency worked to bring bus rapid transit (BRT) to the Geary Corridor – one of the city’s (and the country’s!) most-travelled routes.
As the agencies pushed the project forward, they were faced with significant push-back from stakeholder groups who feared that change would negatively impact their businesses, their neighborhoods, and their way of life.
Civic Edge helped develop winning messaging that articulated how the corridor would be improved by the project beyond the obvious benefits to transit. We highlighted the increased green space and the traffic calming measures that would significantly improve safety along one of the city’s most collision-prone corridors. We then took that messaging, including culturally competent translations, to community meetings along the corridor, boosting support for the once-controversial project. When the project was brought before the Board of Supervisors in January 2018, our messaging hit its mark, again bringing unanimous support for the planning phase of this important project.