Chicago’s transit system stands at a critical turning point: Either Illinois commits to fully funding its annual operations, or the region will face devastating service cuts of up to 40%.

To drive awareness and action, Span—led by partner John Pobojewski—developed an advocacy campaign for the Regional Transportation Authority (RTA). In collaboration with photographer and director Carlos Javier Ortiz, the campaign presents a stark choice between two futures: one where public transit thrives, and one where it collapses.

Guided by focus group research conducted by media buyer DHD, Span shaped the messaging to speak directly and clearly about the looming crisis. Two core narratives emerged, inspiring a Janus-like visual approach that contrasts the positive and negative potential outcomes. The campaign’s centerpiece, SaveTransitNow.org, functions both as a rallying call and a direct link to the RTA website, where citizens can urge legislators to support transit funding.

To visualize the divergent futures, Span staged scenes aboard CTA, Metra, and Pace vehicles. The fully-funded scenario is conveyed through timelapse footage and motion blur, symbolizing speed, reliability, and progress. In contrast, the 40% service cut is depicted in slow-motion shots of overcrowded trains, packed buses, and traffic-choked roads—revealing the real-world consequences of inaction. Bold, urgent typography and a simple underscore motif drive home the message with clarity and force.