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Broward County Transit Includes "Guerrilla Marketing" Approach in Energy Campaign
Broward County > Broward County Transit > News and Events > Broward County Transit Includes "Guerrilla Marketing" Approach in Energy Campaign

- Sidewalk Chalk Stencils Promote Transit at High Pedestrian Traffic Areas -

DATE: March 6, 2012
CONTACT: Doris Williams, Transit Division
PHONE: 954-357-6786


 "Save Money" stencil message
at Governmental Center promoted
by Broward County Transit.

Taking the energy conservation in public transportation message to the streets, literally, is what Broward County Transit (BCT) intends with the launch of their sidewalk "chalk" stencil public outreach campaign.

The sidewalk stencils are placed at high-pedestrian traffic areas, such as parking garages, elevators, garage pathways, building entrances and exits, and other sidewalk locations where they will be seen by the maximum number of diverse audiences. The goal is to increase public awareness of the value of public transportation as an affordable, efficient and climate friendly commuter alternative.

The 30-inch-by-20-inch stencils, sprayed with environmentally-friendly green paint, consist of a primary message to "Take Broward County Transit – an Eco-Friendly Ride," and a tag line on each stencil, such as "Stress Less," "Imagine Not Driving," "Save Money," "Relax," "Reach the Beach" and "Leave the Car."

The public is stopping in their tracks and reading the stencil messages at the following locations:

  • Broward County Governmental Center in downtown Fort Lauderdale
  • Government Center West in Plantation
  • Memorial Regional, Memorial Pembroke and Memorial West hospitals
  • Broward County Main, North Regional and African-American Research Library and Cultural Center libraries
  • Florida Atlantic University, downtown and central campuses
  • Broward College downtown, south and north campuses
  • City of Coral Springs Aquatic Center and Gymnasium

Additional transit partner locations are planned.

Advertisers in various cities across the country have used sidewalk chalk stencils – often viewed as a well-established form of "guerrilla marketing" – in their promotions. This is a first for BCT and one additional way of targeting non-transit users.

The sidewalk chalk stenciling is part of Broward County’s Energy Efficiency and Conservation Block Grant Program, Public Outreach Campaign, part of a $1.24 million federal stimulus grant from the state of Florida as part of the United States Department of Energy - Energy Efficiency and Conservation Block Grant Program. Among the national goals of this grant program is to improve the energy efficiency in public transportation.

For more information, call Doris Williams at 954-357-6786.