The campaign was brought to life through a school-based live activation led by cultural icons Sjava and Big Zulu. Designed to connect PRASA with its youngest passengers, the activation used music, personality and direct engagement to introduce learners to the PRASA School Kids Cart and reinforce its purpose as a safe, accessible and enjoyable rail experience for children. By taking the campaign directly into schools, PRASA moved beyond traditional advertising to create meaningful, face-to-face interactions that built awareness, excitement and a positive association with passenger rail from an early age