By: Katie Marlowe, Phillip Graham, Gary Burnett, and Felipe Lozano-Landinez
The data say that Boston’s transportation system will be more and more stressed in the future. At the same time, it is clear that there are many issues that commuters face today. We wanted to tell this story because it highlights the efforts that the Go Boston 2030 initiative is undertaking to create a better transportation system for the City of Boston and also encourages additional community involvement in the endeavor.
Our audience for this project is two-fold. On one end, our posters target the every day Boston commuter who is affected by the transportation consistently. On the other side, our presentation is geared towards the Go Boston 2030 leadership team, in the sense that we undertook this project as if we were communication consultants hired by the committee to establish a public dialogue and the presentation is our final meeting with the committee to present our deliverables, the posters.
Our two main goals for the project, enacted via the posters, are: 1) To let Boston’s commuters know that their concerns are being taken into account and 2) To encourage Boston’s commuters to engage with the Go Boston 2030 initiative.
We used two main data sets for this project. The first one was the “Responses to the GoBoston2030 campaign” categorized qualitative data set from Catherine D’Ignazio (provided via Rahul Bhargava), and the second one consisted of quantitative data from the Goals and Targets report from the Go Boston 2030 initiative (link here).
We decided that the most appropriate way to tell the data story would be through a human perspective that made each poster relatable to the average commuter that was also augmented with a few numbers to corroborate any explicit and implicit claims and show the seriousness of the Go Boston 2030s efforts. With this in mind, we found that the most effective way to achieve our two goals would be via both qualitative and quantitative data.
For each poster, the qualitative data introduces the concerns of a commuter from the Winter 2015 survey, creating a human and emotive rather than an abstract and un-relatable dialogue. Then, numerical data is used to corroborate the concerns, showing that the Go Boston 2030 initiative has looked into this. After, we provide a qualitative response from the Go Boston 2030 initiative to the qualitative data previously posed, and then provide numerical backing to show that the committee has thought through the issue at hand deeply and is setting goals and measuring progress rigorously. At the bottom of each poster, we have a link so that the commuter can access additional information.
The qualitative data set from Catherine D’Ignazio was used for the qualitative data to help frame the dialogue of each poster, while the Go Boston 2030 Goals and Targets report was used for the quantitative data and Go Boston 2030 responses.
These posters are representative of what would be a larger poster campaign that has location-targeting for commuters. Each poster would be placed in the location where it is most likely to be read by a commuter that can highly relate to its story.
For example, our Access poster would be placed in the Alewife and Malden T stations, to directly address the commuters that are positively affected by the planned change.
Similarly, we would place our Safety poster near bike “parking lots” in the city and Hubway stations.
And as a final example, we would place our Reliability poster in T and bus stations/stops throughout the city.