Regional Transit Authority (RTA)
Opportunity Pass Outreach & Marketing
In ProgressContract Type: Public Bid (City of New Orleans)
Duration: 6-Month Campaign (2025–2026)
Overview: The New Orleans Regional Transit Authority (RTA) selected Creativity Justified through a competitive procurement process (RFP 2025-012) to lead the Opportunity Pass Outreach & Marketing Campaign — a citywide initiative designed to connect youth across Orleans Parish to free public transit access. The program provides free monthly transit passes to residents aged 16–24 through the Le Pass App, with the goal of improving access to education, employment, and community engagement opportunities.
Objective:
The campaign is designed to:
- Increase awareness and enrollment in the
- Opportunity Pass program.
- Drive youth participation and advocacy through on-the-ground engagement.
- Build trust and visibility for RTA’s investment in equitable mobility.
- Establish a data-informed framework for future citywide transit access programs.
Key Partnerships:
- Regional Transit Authority (RTA) – Project sponsor and program lead
- RIDE New Orleans – Youth Ambassador coordination and creative collaboration
- New Orleans Public Library (NOPL) – Enrollment site partner
- New Orleans Children and Youth Planning Board (CYPB) – Program partner
Approach:
Creativity Justified is executing a comprehensive, multi-channel outreach strategy that integrates:
- Community Engagement & Street Teams: Recruitment and management of local outreach teams and youth ambassadors to canvas schools, community hubs, and events.
- Youth-Led Creative Development: Training and collaboration with RIDE New Orleans’ Youth Ambassadors to co-create campaign messaging, materials, and peer-driven media.
- Digital & Social Media Marketing: Paid and organic campaigns across Instagram, TikTok, YouTube, and Facebook targeting Orleans Parish youth and families.
- Promotional Video Production: A professionally produced video featuring community voices and local ambassadors to highlight the real impact of free transit access.
- Data & Reporting: Monthly tracking of sign-ups, engagement metrics, and outreach effectiveness to guide ongoing optimization.
Impact (To Date)
The campaign is currently in its implementation phase, with the following milestones achieved:
- Completion of stakeholder alignment meetings with RTA Marketing, Data, Compliance, and Funding teams.
- Youth Ambassador training and onboarding for street-level outreach.
- Creative asset production and rollout planning for digital and physical marketing channels.
- Launch preparation for media partnerships and boosted ad campaigns.
Quantitative results (sign-ups, engagement data, and outreach reach) will be reported upon project completion.
Why It Matters
This initiative represents a first-of-its-kind youth-driven transit outreach model in New Orleans — designed not just to market public transportation, but to empower the next generation of riders and community leaders. Creativity Justified’s approach combines storytelling, digital strategy, and grassroots activation to make transit access more equitable and relatable to the city’s youth.
