Dept. of Parking and Traffic - "On the Streets"

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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" was the outdoor campaign to showcase the hard work DPT's staff was doing for the public. The campaign succeeded. Internal studies showed department personnel winning newfound respect from motorists. The campaign itself won a Bronze Addy award from the Bay Area Advertising Federation. And Mayor Willie Brown said of the campaign copy, "This is f****** perfect! Excellent work."