Chicago region’s RTA launches ‘Forward for All’ campaign

The Chicago area’s Regional Transportation Authority (RTA) will launch a campaign to communicate transit’s place as an essential service and how it is “contributing to our economy and environment and enabling opportunity in ways and at a scale nothing else can.”

The initial phase of the “Forward for All” campaign aims to strengthen trust and pride in the region’s transit system by building awareness of the economic, environmental and quality of life benefits of public transportation.

“The Chicago region’s transit system is in a rare category along with the lakefront, our architecture, and the history and culture of our people in defining who we are,” said RTA Executive Director Leanne Redden. “People here have deep, emotional connections to our public transportation, whether they ride it or not.”

RTA explains future phases of the multi-year campaign will address challenges to the system and build support for comprehensive solutions stemming from the Regional Transit Strategic Plan currently in development by the RTA and slated for adoption in early 2023.

This initial phase of “Forward for All” will include print advertisements running next week in a variety of regional publications, including more than a dozen independent and minority-owned publications throughout the six-county region. The ads feature a letter signed by the leaders of the RTA, the Chicago Transit Authority (CTA), Metra and Pace, demonstrating a joint commitment to leading the region’s transit system into the uncertain future.

Ads will also appear on CTA and Pace bus shelters, Metra stations along the Union Pacific North and Metra Electric lines and on billboards along highways leading into the city from the west and south. The campaign also features static digital advertising, a promotional video and a webpage outlining the benefits of transit in terms of economy, equity and climate.

“While the pandemic has presented unprecedented challenges to transit systems the world over, this campaign represents a joint commitment from the RTA, CTA, Metra and Pace to meet those challenges head-on,” said RTA Board Chair Kirk Dillard. “We’re making a promise to all the residents of northeastern Illinois that our public transportation will remain something to be proud of well into the future.”