Emergency Ride Home
Working parents can get busy, and overwhelmed. To help, San Francisco launched a program that provides free taxi rides so they can pick up their sick kids during an emergency. Communicating the many caveats to qualify proved a challenge. We created a targeted campaign to simplify those complexities, make them culturally and linguistically translatable to the city’s diverse populations, and sell the program.
Client: San Francisco Environment Department, 2024
Role: Lead Copywriter
A math equation format A) clearly broke up the multiple parts, B) thematically emphasized kids in school, and C) landed with the target audience of parents from underserved communities.
Concept ideation and copywriting for various print, paid social, and out-of-home materials.
My Contribution
Out-of-Home ad featured in various buses and subways across San Fransico.
Print and digital ads featured in multiple languages.
After a few short months, the Emergency Ride Home pilot campaign achieved impressive results:
Awareness surged from 16% to 38%
The number of people open to using the service jumped from 64% to 75%
Post-Campaign Insights
Agency: True North Inc.
Concept: Alexander Filice, Nausika Perera
Executive Creative Director: Dan Brown
Senior Copywriter: Alexander Filice
Senior Art Director: Naushika Perera