RTD recognized with APTA AdWheel Award for transit, literacy campaign
RTD was notified last week that it won a First Place Award in the 2026 AdWheel competition for its efforts to increase transit awareness and utilization through literacy programming, a campaign built on experiential learning, reading, and community collaboration.
“It is an honor that RTD’s American and Canadian industry colleagues have recognized the agency’s work with this prestigious award,” General Manager and CEO Debra A. Johnson said. “These events and programming were made possible through creative staff engagement, coordination agencywide, and strong partnerships with community organizations.”
Hosted by the American Public Transportation Association (APTA), the annual contest showcases the best communications, marketing and customer experience efforts by transit agencies across the country. RTD worked with Boulder, Broomfield, and Denver libraries, as well as Adams 12 and Boulder Valley schools, to facilitate story time events focused on transit-themed books and sing-along songs. The Community Engagement team aimed to create a low-stress and fun environment for children and their families to learn about transit and the agency’s Zero Fare for Youth initiative, which provides no-cost transit rides for individuals 19 and younger. More than 530 individuals attended the nine story time activities, and Bus Operations also provided support for these events.
To activate a lower performing rail line, and to raise awareness of the agency’s Zero Fare for Youth initiative, RTD brought story time to the L Line. Attendees enjoyed stories about trains as they looped through Downtown Denver with staff from RTD and the Blair-Caldwell African American Research Library. Local media promoted the two events in eight different news stories.
Two silent book club meetups on RTD’s commuter rail lines constituted the most successful activity of the campaign. Denver Public Library (DPL) piloted the first event on the A Line. The second event, on the N Line, was hosted by RTD, DPL, and Denver Union Station (Sage Hospitality Group). The two activities drew nearly 300 bibliophiles and 1.2 million earned media impressions. The events promoted transit as an experience and not just a mode of travel. Rail Operations and Transit Police helped make the events run smoothly.
To view RTD's video about Storytime on the Train, visit here or scroll further below this article.
RTD is focused on building strong customer and community connections. Organizations, nonprofits, and individuals interested in creating a transit experience with RTD are encouraged to complete the agency’s Request an Appearance form.