“I Move NY” Campaign Aimed at Raising Awareness of People Moving the Region Every Day
Worker Profiles to Appear on Thousands of Bus and Subway Digital Screens
The Metropolitan Transportation Authority (MTA) New York City Transit today launched a campaign highlighting transit workers that keep New York City moving every day. The campaign, “I Move NY,” will feature subway and bus worker profiles highlighting personal stories and providing insight into the everyday lives of bus operators, subway conductors, station agents, maintenance workers and other public-facing workers.
As transit employees play a critical role in the function of New York City and are the backbone of the public transit system, it is essential the public recognizes them not just as workers but as valued members of the community. The campaign will feature a series of profiles that showcase these workers’ backgrounds and interests, including fun facts such as their favorite desserts and hobbies. The campaign will also include physical signage on buses, digital signage on the subway, and video content across the MTA’s social media channels.
“Mass transit is like air and water for this city, and it would not be possible without the hardworking employees behind it,” said MTA Chair and CEO Janno Lieber. “By sharing their stories, we’re bridging a gap between transit workers and the communities they serve. This campaign is an opportunity to foster greater appreciation and respect for transit workers and their contributions to the fabric of our daily lives and the city as a whole.”
“Transit workers are on the front lines every day, serving millions of riders on subway and buses – and their safety is paramount,” said NYC Transit Interim President Demetrius Crichlow. “This approach builds a connection between transit workers and the public while also empowering personnel to feel validated and supported in their roles. It’s an opportunity to spotlight these individuals as the integral members of the New York community that they are.”
“This campaign is about putting a face to the dedicated individuals who run this 24/7 365 transit system by providing a personal glimpse into who they are beyond the uniform,” said MTA Chief Customer Officer Shanifah Rieara. “It is a great way to build community support, appreciation and awareness of the people behind the operation that moves the region every day."
“I've been working as a station agent at New York City Transit for 30 years, and I love people. I love my customers. I love to smile, and more importantly, I like to make others smile,” said Subway Station Agent Robin Sutton. “Sometimes I'll have a customer that may be in a bad mood, or they may be upset, and by the time I'm done helping them they'll say, ‘I was having a bad day, but you made me feel better.’ So then when I hear something like that, I know my job is done."
“I absolutely love my job; I love my operator brothers and sisters. It’s never a bad day when I get greeted by such warmth from my coworkers,” said Yukon Depot Bus Operator Loren Parisella. “And then when I get on the bus and I have a customer who needs help and they’re lost or they just can’t figure out where they are, I love helping them, I love making sure they’re on the right track, especially when I drop them home at night and I know I did my job and they got home to their families, kids and dogs, like I do.”
Supporting Transit Workers
Protecting transit workers is the highest priority at the MTA and over the last year, the Authority has continued to roll out initiatives in support of worker safety.
In 2022, the New York State Legislature signed a bill that extended criminal charges to individuals who assault transit employees to include station customer assistants, ticket or revenue collectors, maintenance workers, repairers, cleaners and their supervisors, all of whom were not protected by previous law.
In February 2023, the MTA increased visibility to its no-standing zone pilot with four-foot-tall vertical stanchions made of flexible rubberized material. The program is designed to enhance the safety and security of subway conductors by discouraging customers from standing in this area and deterring attacks against subway conductors. The program is currently being piloted on the platform of the 125 St station.
In March, the Authority introduced a security monitor screen pilot that was rolled out across 100 buses. High-definition LCD screens were installed on board near the entry stairwell to serve as a deterrent against potential bad actors and provide real-time evidence to law enforcement.
New York City Transit also continues to test designs for fully enclosed cockpits to protect bus operators.