Alipes worked with the MBTA to promote new and expanded service, including the Late Night Bus Service, Early Morning Bus Service, the new Silver Line Route (SL3), and the corporate pass program. Many of the new routes served working-class neighborhoods and immigrant populations who depend on public transportation. The new routes were designed to reduce the number of transfers and travel time drastically. Our research showed that the target audience spent most of their commute using a smartphone. Thus, we employed geo-targeted ads in four languages supplemented with print ads in hyper-local newspaper publications. Our campaigns grew bus ridership in key neighborhoods, including underserved public transit sectors.