OReGO’s ‘Keep Oregon Connected’ Campaign Builds on Strong Video Storytelling

The Oregon road user charge program, OReGo, has a huge challenge. It is leading the nation in implementing a road user charge program, one that is often hard to understand for people accustomed to paying a per-gallon tax at the gas pump.

And in researching ways to connect with their customers, the team at OReGO came to a realization.

“People just don’t get road user charging when you write about it,” said Michelle Godfrey, education and outreach coordinator with the Oregon Department of Transportation, in a recent phone interview.

What people need, Godfrey said, is storytelling. They need a way to have a conversation. And the outreach campaign in support of this new road user charge program, according to Godfrey, needed to answer a single specific question that should very much resonate with anyone working in transportation communications: “What matters to people?”

Said another way … “What’s in it for me?”

Oregon DOT’s OReGO program uses video to connect with people, “Oregonians talking to Oregonians.”
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