Nobody likes to wait for a bus that may not be coming. Not knowing is a big reason many people don't ride the bus, even when it's clean, convenient, emission-free, and and provided at no cost. We worked with Nashville MTA to bring the big news to riders and non-riders alike: Now you can know before you go, and spend more time doing your thing instead of the waiting thing. Our launch campaign for Nashville MTA's new real-time bus tracking service encouraged riders to think of the bus more like a ride sharing service that keeps you informed. Now riders feel more comfortable hopping on, knowing when their ride—all forty feet of it—will arrive.