Ridership plummeted on San Francisco’s Muni service during the Covid-19 pandemic. As the City began to reopen and employees started returning to offices, SFMTA launched a marketing campaign to bring hesitant riders back to a newly improved Muni. 

A series of clever eye-catching ads, applied Muni’s recognizable red “worm” logo to unique and familiar contexts—from modern art to a bowl of ramen. 

Each ad focuses on a particular destination—from neighborhood shopping to date-night dining—targeting specific San Francisco audience segments, while announcing significant Muni service improvements made during the pandemic. Each ad features a specific proof point to provide San Francisco residents a “reason to ride.” QR codes and digital ads link to a an upbeat three-minute video describing Muni’s dedication to faster, more reliable and more equitable service.

The campaign ran on transit shelters and news racks across the City; digital out-of-home placements in San Francisco office tower elevators, taxi hoods, neighborhood gyms and bodegas; targeted digital and social media ads in English, Chinese and Spanish. The “Muni Moves You” campaign created social buzz and City pride—and rave reviews from potential riders.