Most people don’t ride transit. How do you reach non -riders so they too recognize the benefits? After a failed referendum in St. Louis to raise taxes to support transit, the transit agency had to cut back bus and rail routes and frequencies. The citizens group I was heading at the time decided we needed to reach those voters who never ride transit. The cuts were a help in highlighting the problem. Suddenly housekeepers, janitors, food service workers, nursing home aides in the suburbs were having trouble getting to work and the non-riders were feeling the pain to the point where they called their mayors. One suburban mayor stepped up to be the spokesperson regarding this problem while our group developed the message that was the key to the education campaign we created. The message resonated with an overwhelming majority of the voters; “Some of Us Ride it, All of us Need it!” Our education campaign preceded a vote yes campaign which told voters to go to the polls and vote yes on Proposition A because all of us need transit even if we don’t ride. We WON with over 64 percent of the vote.