The Réseau de transport de la Capitale (RTC) has been honored with a Canadian Urban Transit Association (CUTA) Award in the Marketing and Communications category, recognizing its outstanding “Safety!” campaign. This creative initiative stood out for its ability to address a critical issue—road safety—in an engaging and impactful way.

Launched in June, the campaign humorously highlights the importance of safe behavior around heavy vehicles, such as city buses. At its core, the campaign aims to raise awareness among road users about their role in ensuring shared road safety. With limited resources and a serious subject, RTC produced a video that skillfully used humor to grab attention and drive the message home.

The results speak for themselves: the campaign garnered nearly 1.4 million impressions and over 178,000 full video views through paid advertising, achieved exceptional performance on platforms like LinkedIn and TikTok, and reached an additional 300,000 viewers organically, generating strong engagement across RTC’s social media channels.

The campaign’s success is a testament to the dedication and creativity of the RTC team, with employees from various departments participating to bring the project to life. Their commitment to safety, both on and off the road, continues to set an example in the transit industry.

Watch the campaign video here.

Congratulations to RTC for this well-deserved recognition!