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Rhode Island Public Transit Authority

Drive Less RI Awareness Campaign

Overview

DDL Advertising led a statewide awareness campaign to promote Drive Less RI, a mobile app that encourages Rhode Islanders to reduce single-occupancy vehicle trips by tracking and rewarding more sustainable transportation choices. DDL developed the campaign’s creative platform from the ground up, including the design of a custom mascot that served as a unifying visual element across all campaign materials. This creative approach was supported by coordinated digital, social, out-of-home, and traditional media, as well as influencer activation to extend reach and relevance.

Campaign Goals

Drive app adoption

Increase awareness

Support participation in the Drive Less RI program

Campaign Tactics

Creative Platform & Visual Identity Development

DDL Advertising developed a cohesive creative platform from the ground up, including a custom mascot that served as a recognizable visual anchor across all campaign materials and channels.

Statewide Media Planning & Buying

A fully integrated statewide media strategy combined traditional, out-of-home, streaming, and digital placements to maximize reach, frequency, and message consistency.

Performance-Driven Digital & Social

Targeted digital and social efforts focused on driving app awareness and adoption, using data-informed optimization to support sustained engagement with the Drive Less RI program.

Results

The Drive Less RI campaign established a strong, recognizable presence statewide through a coordinated mix of digital, social, streaming, out-of-home, and traditional media. The creative platform and custom mascot helped reinforce message recall and consistency across channels, supporting ongoing awareness of the Drive Less RI program and mobile app. The campaign remains active, with continued activity planned through January 2026 to sustain visibility and engagement.