This project was to support the covid-19 transit education campaign program (dart marketing team) by increasing public awareness confidence and ridership through targeted marketing and outreach…

The Federal Transit Administration awarded Dallas Area Rapid Transit Inc. (Dart) $600,000 on July 15, 2026, under the Urbanized Area Formula Funding Program (CFDA 20.507) to support a COVID-19 transit education campaign designed to rebuild ridership and public confidence following pandemic-driven service decline.

Dart developed creative campaign concepts, produced public education and outreach materials, executed media buys across multiple channels, and distributed messaging emphasizing the cleanliness, safety, and benefits of transit ridership. The campaign targeted current and prospective riders with the intended outcome of increasing ridership, improving customer satisfaction and confidence, and enhancing public perception of Dart's safety, cleanliness, and overall value.

The period of performance ran from July 15, 2026, through August 14, 2026. Work was performed in Texas across Dart's service region. No sub-recipients were involved in this award.

Activities

Activities included developing creative campaign concepts producing public education and outreach materials executing media buys across multiple channels and distributing messaging that highlights the cleanliness safety and benefits of riding dart.

Expected outcomes

This project was meant to increase ridership improve customer satisfaction and confidence and enhance public perception of darts safety cleanliness and overall value.

Intended beneficiaries

The beneficiaries of this project were current and prospective dart riders as well as dart operations through increased fare revenue and engagement.