Take Transit, Park Your Stress. is a hypothetical social awareness campaign developed to encourage post-secondary students in Edmonton to reconsider their daily commuting habits. The project began with the creation of a campaign concept focused on reframing public transit as a stress-reducing, cost-effective, and sustainable alternative to driving.

Building on this campaign, which extends across both digital and physical forms of media, a one-page website was developed as the central hub for information surrounding the campaign. The site translates the campaign’s existing visual language into something more suitable for web.

Rather than positioning transit as an all-or-nothing solution, the campaign emphasizes flexibility and accessibility, encouraging small, manageable shifts in behavior. Through the integration of consistent branding, clear messaging, and relatability across both physical and digital platforms, the project demonstrates how a campaign can effectively inform, persuade, and support lasting changes in commuting habits.