What’s the best way to increase the use of public transportation among college students? It’s simple: use unconventional messaging and placement. The “Said No One Ever” campaign does just that. It speaks to the absurdity of NOT taking public transportation to arrive and leave a drinking establishment, making it relevant and real. We placed the message in front of the audience literally under their beverage – as a coaster. Other tactics included posters in dorms and public spaces within a college, print ads and social media. The result? Ridership and awareness of the transportation system continues to grow.