The Why Behind the Words

Public transit is often described in technical terms: how long a journey will take, how much distance you’ll cover, how many people ride each day.

But when we began developing the We Move You campaign, we wanted to ask a different question:

What are people actually moving toward?

Because behind every platform, every bus stop, every early morning departure, there’s something more meaningful happening. A first step into something new. A night that brings people together. A shift at a job that supports a household. A classroom preparing the next generation.

This campaign wasn’t built around vehicles or mileage. It was built around our riders and the opportunities, responsibilities, and milestones that define their lives.

To tell that story, we focused on a few themes: memories, independence, and purpose. Beneath them are the values that power every ride, from reliability and confidence to opportunity and connection.

Because when transit works, lives move forward.

We Move Memories

• A couple heading downtown for dinner.
• Friends laughing on the train before a concert.
• A family riding together to a game without worrying about parking.
• A child memorized by their first train ride.

Some of the best nights don’t begin at the destination rather, during the journey. In these moments, transit becomes part of the memory. There is anticipation. Shared laughter. The ease of being fully present instead of distracted by traffic or parking.

That is why we host Fun in Transit events and created Transit Date Night maps. They help riders discover new places and plan meaningful outings where transit can be incorporated into a night out. Our Event Service page makes it easy to navigate transit to big games, festivals, and community celebrations with confidence. The Free Fare Zone, subsidized by Salt Lake City, allows spontaneous downtown exploration without added stress by offering Zero Fare within the dense city area.

Allowing the experience to become the focus. You can focus on the conversation, the excitement, the people you are with, fully experiencing the moment that will soon become a meaningful memory.

We Move Independence

• A teen riding on their own for the first time.
• A senior maintaining the freedom to run errands independently.
• A rider with a disability navigating the system with dignity and confidence.
• A parent trusting their child can get to school safely.

For many riders, transit isn’t just about getting from place to place; it’s about empowerment.

Accessibility is foundational to that promise. At UTA, one of our 5 strategic priorities is to exceed customer expectations, with goals and initiatives to improve our system. Putting customers first means creating a system that is easy to navigate, safe to use, and designed for riders of all abilities and life stages.

With ADA-compliant vehicles, paratransit service, and stations to accessible boarding and clear announcements, accessibility is built into our system. That commitment is strengthened through CAT, our Committee on Accessible Transportation. Made up of community members, CAT provides insight and recommendations that help improve accessibility across our services.

We also foster independence with programs like Rider’s License, UTA’s all-access summer youth pass. Youth learn how to read schedules, plan trips, and use transit confidently. For many, it is a first step toward greater responsibility and self-reliance.

When people can rely on transit, they gain more than a ride. They gain autonomy. They gain confidence. They gain the freedom to decide where they are going and how they get there.

We Move Purpose

• An early shift.
• A certification exam.
• A college class.
• A first day at a new job.

Every day, thousands of people across the Wasatch Front step onto a platform with something bigger in mind.

Transit is often the steady and dependable partner behind those ambitions.

Programs like Eco Pass extend that reliability into the workplace. Through partnerships with employers, Eco Pass provides employees with seamless access to transit as part of their benefits package. When commuting is simple and predictable, employees can focus on their work instead of traffic or parking. Businesses gain a dependable workforce, and employees gain time, cost savings, and peace of mind.

Ed Pass plays a similar role across education. Through partnerships with colleges, universities, and school districts, Ed Pass gives students access to transit throughout the academic year. It removes transportation as a barrier, helping students get to class, internships, after-school programs, and campus activities. When getting to school is not a daily obstacle, students can concentrate on learning, growing, and preparing for what comes next.

Together, these programs do more than provide a ride. They support economic mobility, educational access, and the long-term strength of our communities.

More Than a Campaign: Movement That Matters

While this campaign highlights memories, independence, and purpose, the impact of transit extends even further. We don’t move you from just A to B; we move what matters.

We move the everyday progress that shapes families, businesses, and communities across the Wasatch Front.

And at the heart of it all, we move you.