b'be a career within it. No one thinks of sewage and waterits important instead of promoting individual members meters as sexy or positive, but its a reality of life. Thepart in it, which by itself isnt that wow-worthy. measures put in place by authorities are communicated. I dont know about you, but I dont hear many peopleCONTRIBUTE TOWARDS CURRICULUMcomplain about water usage and charges.TheNewYorkTransitMuseumhaseverysingle WHAT ACTIONS ARE REQUIRED studentbetweentheagesofsevento10visitthe museum as part of their curriculum, and as such, they There are lots of actions we can take, but Id like toshow content to support the curriculum. The London highlight two. TransportMuseumholdsvariousworkshopsat industry events but also hosts events for non-industry MEDIA DAYS professionals, such as students. These are the types of places we need to be partnering with to show content, In order to have a successful media day with lots ofpast, present, and future. Now that universities have nationalandtechpublicationsshowup,youhavetransport and logistics special subjects, we can help to,again,tellareallyexciting,compellingstoryfordetermine what content should be taught to actually them to want to visit. Most of us cant achieve that bymirrorreal-worldproblemsandprovideeducational ourselves, so why not have one big industry media dayopportunities for students. a few times a yearwhere ITSUK can pitch on behalf of partners and members? We can show how some of the projects that smaller innovation companies are working on helps build a bigger picture and how all the partners are working together and collaborating. We had a transport journalist come to visit Cubic, and before meeting us, he had never heard of MaaS. After hearing about it, we introduced him to some customers and organizations like MaaS Alliance so he could build a 360 view of the concept and tell a story about how it all fits together. Journalists arent the experts in the field; we are. We need to make it easy for them to get good, meaningful storiesthatMEANsomethingtothereadersothat they publish it. A good example is the Smart Mobility Living Lab. This is a test bed in London for testing and authorizing the use of autonomous vehicles. The partners involved all get together and agree on key messaging for the testbed which you will see across alltheirmarketingcampaignsfromthevideosto billboards that are put out around Stratford to social media. They are promoting what the testbed is and why KRISHNA DESAI is an enthusiastic marketing communications professional with six years of experience within the transport and technology industry. Having spent her entire working career at Cubic Transportation Systems, Krishna is now head of marketing for Cubics entire marketing function globally. Krishna was voted Marketing Communications Director for ITSUK for bringing a new perspective into the way the industry is positioning itself and how it should think when building policies that affect a different demographic.'