The Rockefeller Foundation

Bringing Bus Rapid Transit to Cities Across the U.S.


GSG has led the Rockefeller Foundation’s public affairs campaign to raise awareness and support for bus rapid transit in cities throughout the U.S. including Boston, Chicago, Nashville, Pittsburgh and New York City. In each city, GSG partnered with local agencies to shape city-specific strategy and tactics, and lead on the ground execution in their respective markets.

As a strategic starting point, we used research in each market to understand existing perceptions about public transportation, identify potential concerns, and develop the most persuasive benefits and messages in support of BRT that would resonate with local audiences. Based on the research findings, we built and executed the campaign from strategy development, to messaging and targeting, to media relations, to community outreach and advocacy, which included coalition-building, influencer engagement and grassroots outreach.

The result has been significant advancement of BRT momentum in each city, and in particular in Chicago and New York City. Chicago’s first BRT route opened in late 2015, and New York City plans to break ground on its first route in early 2016.