Black and Latine East Bay residents weren’t riding the ferry—many believed it was expensive, difficult to use, or not meant for them. Grounded in listening sessions and audience research, D&A launched “Ferry There!” to eliminate misconceptions, increase awareness of routes and pricing, and reposition the ferry as an accessible, everyday transit option. Through direct mail, creator-led storytelling, paid ads, and custom art, the campaign reframed the ferry as affordable, everyday transit. In-language materials and QR-code fare promos increased access, while partnerships with local artists and influencers built authentic engagement.

The result: higher ridership, broader awareness, and lasting perception change.