When Metro Vancouver’s transportation authority retrofitted their system of trains, buses, and water ferries with a smart card fare system called Compass it was their single largest capital project ever. It involved the complete renovation of transit stations and the installation of new fare readers on all vehicles.
The public education component was no less daunting. It faced a vocal public outcry over issues of privacy and equity of access. Our campaign was built around the platform ‘Ask Compass’, an initiative in transparency allowing any user to post a question publicly. Simultaneously it gave customer service the time to answer questions intelligently. The system would notify subscribers when an answer was posted. It was TransLink’s most successful campaign to date and helped mitigate the complex rollout of the Compass Card.