If You See Something, Say Something® is a U.S. Department of Homeland Security campaign that raises public awareness of crime indicators and the importance of reporting suspicious behavior to law enforcement. A grant recipient, MARTA retained Jones Worley to work with its police department to develop a communications strategy and messaging, and to identify unique attributes of the department, personnel, and service. The goal: Improve MARTA’s image and user experience.

Through brainstorms and one-on-one interviews, consensus determined the campaign tone and creative direction should focus on three components: Images featuring MARTA customers, its greatest assets; messages to instill rider ownership and increase reporting of suspicious activity; and system facts to build stakeholder confidence and strengthen influencer partnerships. The success of the campaign was well reflected in the volume of hotline calls and an increase in ridership, particularly among choice riders.