Finish 522 Media Campaign
A multi-year media, branding, and advocacy campaign built for Snohomish County to secure state funding for the final expansion of SR 522.
Project overview
Finish 522 was a multi-year public awareness and advocacy campaign designed to address the dangerous, congested two-lane segment of SR 522 between Maltby and the Snohomish River, a critical 26‑mile corridor connecting I‑5, I‑405, and Monroe in Snohomish County, Washington. Snohomish County and several partner municipalities engaged our team to build a comprehensive media, branding, and outreach effort that would elevate the issue for both local residents and state legislators.
Challenge and objectives
Despite prior safety upgrades and four-lane expansion on much of SR 522, a remaining bottleneck segment and the Paradise Road interchange continued to cause daily congestion, safety concerns for commuters and first responders, and environmental impacts on fish passage. The core objective was to turn long‑standing local frustration into organized, visible public support that would motivate the Washington State Legislature to fully fund the remaining expansion.
Strategy and brand development
Our team began by developing the Finish 522 campaign identity: a clear, action‑oriented brand that could unify stakeholders across Snohomish County and resonate with both the general public and policymakers. Messaging focused on safety, congestion relief, economic vitality, and environmental stewardship, giving advocates a simple but powerful way to explain why completing SR 522 mattered now.
Digital platform and content creation
To anchor the campaign, we designed and built Finish522.com as the central hub for information, storytelling, and action. The site highlighted the problem in plain language, explained the project benefits, and made it easy for residents to sign a petition and connect directly with their legislators by phone or email.
We produced a suite of digital media assets—including web content, graphics, and video storytelling—to bring commuter experiences, safety concerns, and community perspectives to life. These assets were tailored for use on the website, social media, and at public meetings, ensuring a consistent visual and narrative presence across every communication channel.
Community action and outreach
Beyond the digital presence, we worked with Snohomish County and municipal partners to develop a community action plan that mobilized residents, businesses, and civic leaders. This included toolkits for grassroots advocates, coordinated outreach across Western Washington, and targeted efforts to reach Snohomish County residents most affected by congestion.
The campaign also emphasized direct legislator contact, providing district‑specific links and contact information for state senators and representatives so supporters could quickly voice their concerns and ask for funding. This structure helped turn passive support into measurable advocacy activity.
Targeting and promotion
Media and outreach were strategically focused on two audiences: Snohomish County residents living with SR 522 congestion and key members of the Washington State Legislature. Through digital advertising, social content, email outreach, and partner amplification, the Finish 522 brand became the recognizable banner under which regional stakeholders could rally.
Results
Within two years of the campaign’s launch, the Washington State Legislature approved full funding to complete the remaining SR 522 expansion segment between Maltby and Monroe. The project demonstrated how an integrated strategy—combining branding, digital media production, community action planning, and targeted advocacy—can help communities secure long‑sought infrastructure investments.
For our studio, Finish 522 stands as a model of how thoughtful creative work and disciplined campaign architecture can transform a regional transportation pain point into a successful, outcomes‑driven public initiative.
