Gaining momentum for the Green Line

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Seattle Monorail Project

Agency: egg


Seattle is famous for coffee, rain, and now, traffic. But not everyone agrees on how to fix the traffic problem. A vote on the $1.7 billion Seattle Monorail Project (SMP) was successful, but by a hairline majority—51-49%. Moving the project forward required that SMP gain ground with the public.

     egg’s idea was to bring the train to life in the minds of the public. While the train was still four years away from completion, the idea was to “materialize” it in people’s mind’s to help them see the myriad benefits—i.e. Imagine it.

     We showed people how easy it would be to get to sports events while avoiding the hassles of traffic and high prices of parking. We captivated them with the frequency of train times, the low cost of a fare, and the numerous neighborhoods, restaurants, and cultural spots that the train would take them to. We captured the beauty of both the high-end, technologically superior monorail train, as well as the views from the train’s windows of Mount Rainier and Puget Sound.

    Most importantly, we reminded them of the alternative: sitting in dirty, grid-locked traffic. To make it an even easier decision for those on the fence, we explained the added value of building a transportation system that would help us control our urban growth in a more responsible and livable way and reduce the rapidly escalating air pollution problem.

     From the material used in all communications pieces, to the larger transportation project itself, it was “green”. At egg, we serve clients who have a sustainability mission in what they do (macro) and that is our larger calling. At the micro level, we use sustainable materials (recycled, closed loop, etc.) in the execution of the communications devices we create in as many cases as possible.

     We used stocks with the highest degree of PCW possible, depending on what we were trying to communicate; the audience, message, and media. Whenever possible, we used vegetable inks. Also, we used electronic formats to deliver various forms of communication, like emails, instead of direct mail.

     After the egg campaign had run for 7 months, it overwhelmingly passed at the polls by 63%, a net gain in public opinion of 12%—commonly considered a landslide in political campaigns.

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