Do you SEPTA?
Yes, you heard right,
SEPTA is now a verb. This is one of many messages SEPTA pushes in its new video campaign "I SEPTA Philly," which features SEPTA riders under the age of 35 discussing how safe, clean, simple to use, sustainable, and affordable SEPTA is. The campaign recognizes that young adults are generally opting to ride mass transit more often and live in cities, as well as the
city's rising population of young people.
I SEPTA Philly consists of a mix of on-the-street interviews and submitted videos. Many of the on-the-street interviews were conducted at 15th and Market Sts. and the
40th St. trolley portal. The effort kicked off in early-April, and is expected to last until September. Riders who produce their own videos are entered into a contest to win free SEPTA passes, concert tickets, and even a trip to a music festival in Las Vegas. I SEPTA was created in conjunction with a few radio stations, including
KYW Newsradio and
Radio 104.5.
Rich DiLullo, SEPTA’s recently retired marketing director who created the campaign, is ecstatic about the chance to market SEPTA to a demographic that studies have shown cares about mass transit. The agency is looking to "increase the awareness of SEPTA and its positive attributes among the younger generations," says DiLullo. He adds that SEPTA is especially eager to reach young adults who grew up in the suburbs with "helicopter parents," or those who chaperoned their children everywhere. DiLullo hopes that I SEPTA can encourage these young adults to be comfortable about riding SEPTA.
The campaign currently features about 50 SEPTA riders between the ages of 18 and 34. The riders are a racially diverse bunch, although it seems like many of them live in Philadelphia, and not in the suburbs. Once again, this is likely SEPTA recognizing the re-localization trend that resulted in the city’s recent population uptick. DiLullo says he hopes to get about 15 more young adult participants in I SEPTA. SEPTA also maintains a
Youth Advisory Counsel, which represents college students in the 18-34 bracket.
According to DiLullo, Philadelphians over the age of 34 are more likely to have fixed transportation patterns. Conversely, younger adults are less likely to be stereotypical 9-5 commuters because of classes and part-time jobs. It also makes sense that adults between 18 and 34 would be more likely to use mass transit for recreation and shopping.
This website could be “a real wonderful commentary on Philadelphia,” says DiLullo.
Source: Rich DiLullo, SEPTA
Writer: Andy Sharpe