The Los Angeles County Metropolitan Transportation Authority (L.A. Metro) has been working with community-based organizations (CBOs) to promote the authority's Low-Income Fare is Easy (LIFE) program.
These efforts started in November 2021, when L.A. Metro released a Request for Proposals through a partnership with Civilian, a social impact and marketing company, to the CBO community.
The goal was to engage the services of multiple CBOs to connect a broad range of L.A. County’s diverse communities to help L.A. Metro build awareness for its LIFE program. The CBOs already work in many of these communities and have deep experience — often dating back many years — connecting with residents in specific geographic areas.
L.A. Metro received interest from many CBOs and are now partnering with multiple CBOs, including: the Korean American Federation of Los Angeles (KAFLA); Koreatown Youth and Community Center (KYCC); Hwarang Youth Foundation; Partnership for Growth LA; Anti-Recidivism Coalition; United Way of Los Angeles; Pacoima Beautiful; and the YMCA — which has 27 branches countywide, three outdoor camping grounds and 140 program locations.
These CBOs have been very active promoting the LIFE program online and in the community — and will continue to do so over the next several months. L.A. Metro's goal is to reach as many current and potential riders as it can to ensure they are aware of the program and sign up if eligible.
A 30-day LIFE pass is currently $26 (a savings of $50) and a seven-day pass is $6.50 (a savings of $13). New LIFE riders will get 90 days of free rides on L.A. Metro and participating transit systems. After the 90 days of free rides expire, customers can purchase discounted LIFE fares.
This is a glimpse of these CBOs out at stations and in the community conducting outreach on the LIFE program.
