BAIFA wanted more than technical outreach about FasTrak® Flex and toll rules. They needed diverse drivers—students, workers, families—to actually see themselves using express lanes together. D&A designed a “Commute with Me” influencer campaign with young, multicultural creators who already carpool on Bay Area express lanes. Through short videos, reels, and carousels, they showed real trips, cost and time savings, and how FasTrak Flex works—using everyday language, not jargon. We then boosted the strongest posts to reach more likely carpoolers.

The result: high engagement from communities who rarely hear transportation messages in their own voice.