Niagara Frontier Transportation Authority
Metro Rail Expansion project
In 2016, the NFTA concluded years’ worth of research and analysis on alternate transit options in the Amherst Corridor (the area between the University at Buffalo’s North and South Campuses). Armed with hundreds of documents, statistics, reports and recommendations, the NFTA was faced with a communication challenge – how can they tell their story and make their recommendation to the University at Buffalo and the general public in the most effective and compelling way?
The 19 IDEAS approach
We understood what was at stake. The NFTA needed to gain buy-in from the University at Buffalo and local municipalities in order for their project to get off the ground. We also understood that simply citing fact after figure wasn’t going to be the best approach.
Of course, dollars and cents drive a lot of decisions. The cost of the project was high. But we also felt strongly that the community impact, and the individual impact the Metro Rail Expansion project could have on the lives of so many Western New York residents, was even greater.
So we condensed and compiled hundreds of pieces of information, pulling out the salient and impactful points to tell the story in a way that was sure to resonate with the individual first, and the school and municipalities second.
Personalizing the story
We created custom head-shot illustrations to accompany a graphic of the extended train line. Each illustrated person was given a brief story depicting how their day-to-day lives will change with the addition of an expanded Metro Rail.