People ride the bus for many reasons: cost, convenience, sustainability, necessity. In fact, central Ohio residents took 20 million trips with COTA just last year. Yet research showed that the brand had little equity with the public. Worse, many saw public transit as detrimental to downtown businesses and inaccessible to suburbanites. With one levy about to expire and a potential ballot measure to approve another, COTA needed to transform the region’s views on transit.