With the 2014 Congressional debate to reauthorize the Highway Bill, Elevation developed an aggressive and emotional campaign for the Laborer’s International Union of North America (LiUNA) to shed light on our nation’s dire infrastructure and urge Congress to pass a long-term, full-investment bill. Our creative approach was intended to push commuter pain points. Elevation developed a 20+-city “Getting Schooled in Infrastructure” tour, using a school bus, severely damaged by a fallen bridge structure, hauled by a tow truck. With the messaging “Think this can’t happen in your town?” the school bus served as a clear, powerful symbol to grab Congress’ attention. Statewide radio and out-of-home advertisements supplemented the tour; and a website urged constituents to contact their representatives.