Reshaping Public Perception for San Francisco’s DPT

Billboards for San Francisco's Department of Parking and Traffic

The image problem facing San Francisco’s Department of Parking and Traffic can be summed up in two words: “meter maids.” The City has never been kind to car owners looking for a place to park. Unfortunately, The City’s residents weren’t being too kind to the people charged with keeping order on the streets. DPT needed more than simply to change the public’s perception of its role; DPT needed empathy from the public in order to improve parking and traffic problems.

“On the Streets,” the theme created by Sterling’s vice president Kawika Holbrook, was the outdoor campaign to showcase the hard work DPT’s staff does for the public.

The campaign succeeded. Post-campaign studies showed department personnel winning newfound respect from motorists. The campaign itself won an Addy award from the Bay Area Advertising Federation and accolades from the Mayor as well.