
Raised in the Los Angeles area with parents working two jobs each, Abuelita Lupita took care of sisters Gaby and Sandra Cardenas without access to a vehicle. However, their grandmother, Abuelita Lupita, did not let that stand in the way of getting them around the city. Learning firsthand the importance of resourcefulness and resilience, public transportation was the trusted resource for the Cardenas. Now, as leaders of a Latina-owned and women-certified business, The Colibri Collective, they have the honor and privilege of partnering with Valley Metro - Phoenix Metropolitan’s premier public transit system.
Despite her age and language barrier, their Abuelita Lupita mastered navigating the bus system, making multiple connections in her route. The sisters admired her bravery as she managed several routes and stops to Downtown Los Angeles while caring for three young children, instilling early memories of a deep respect for public transit as an essential resource for all communities. Now as adults, the Cardenas sisters have come full circle by partnering with Valley Metro to launch the new Fare Technology Modernization Program. This collaboration not only promotes sustainable transportation, but honors their roots by improving access for diverse communities across the Valley. By creating inclusive frontline and rider outreach campaigns, including Spanish-translated webpages, print materials, and point-of-sale items such as posters, handouts, POS, and mobile app interfaces, Spanish-speaking riders like their Abuelita Lupita can now navigate with ease.
Public transportation is essential for large populations across Arizona, and the Valley Metro Copper Card makes riding easier, more affordable, and equitable. The new reloadable pass introduces a pay-as-you-go system with fare caps, ensuring you are only charged the maximum daily, weekly, or monthly fares. The system automatically tracks your trip history so you only pay for what you use. Valley Metro also promotes transportation equity with Smart Fare, offering reduced rates for eligible riders, including youth, seniors, individuals with disabilities, and Medicare cardholders. With a simple tap on the purple Fare Reader at bus or light rail stations, riders can enjoy a smooth and budget-friendly journey.
Colibri’s mission in this campaign was to ensure every rider and front-line worker, regardless of their background, could seamlessly access and transition to the new fare system. To achieve this, our strategy focused on reaching people where they were. We hosted pop-up events and created in-language digital and traditional campaigns to ensure Valley Metro’s ridership felt informed and supported. Our team kept front-line workers informed about the transition, how riders could purchase Copper Cards, and how to acquire reduced-fare cards. Additionally, we developed informative collateral and PR campaigns to help riders understand reduced fares and eligibility requirements.

Our creative work went beyond simply informing riders–it empowered them. By making public transit accessible, The Colibri Collective and Valley Metro help families stay connected to their communities. For Gaby and Sandra, this campaign marks a professional milestone and a personal testament to the power of public transportation. Their Abuelita Lupita’s bravery in navigating the Los Angeles area in the early 80’s with limited resources highlights how crucial public transit is for many communities. As The Colibri Collective continues to inspire, its partnership with Valley Metro showcases how thoughtful marketing can bridge gaps and build stronger communities. The Copper Card creates opportunities, promotes inclusion, and drives progress to a more sustainable, accessible Arizona. Make sure to check out Valley Metro’s blog where you can see how they along with members of our team assisted in helping community and staff members navigate the new fare system.
Together, we keep the Valley moving forward–one Copper Card at a time. For more information about the new Copper Cards visit https://valleymetrofares.org/ or how to apply for reduced fares visit https://www.valleymetro.org/fares/reduced-fare-program.
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