How do you convince non-riders to overcome their fears of taking public transportation? Good question. Fear is a powerful barrier to trial, and this category is a prime example. So, let’s begin by first empathizing with those people and showing that we understand those feelings—in a slightly exaggerated form, of course. Then, we’ll demonstrate what it feels like to overcome those irrational emotions. (Hint: it feels awesome.) The result? This 2014 TV campaign contributed to three straight quarters of ridership growth (average +5.75%) to close out another strong year for RTA.