The Public Outreach and Engagement Team (POET) at the Alan M. Voorhees Transportation Center is a multi-disciplinary group with expertise in planning, public policy, marketing, communication, and community engagement. This spring, POET partnered with the North Jersey Transportation Planning Authority (NJTPA) on a unique and playful outreach initiative: introducing an agency mascot designed to connect with younger audiences.
NJTPA is in the process of developing Connecting Communities, its Long Range Transportation Plan that looks 25 years ahead to identify priorities for the region’s transportation system. As part of its planning process, NJTPA launched an extensive public engagement effort to ensure the plan reflects the voices of North Jersey residents. Recognizing the value of hearing from people of all ages, NJTPA asked POET to develop a tailored strategy to reach kids and teens.
To make regional transportation planning more accessible and relatable for younger audiences, POET pitched a creative solution: a character that could help spark curiosity and conversation. Enter Sammy the Squirrel—a bespectacled, sweatshirt-wearing squirrel who’s ready to bike, bus, and bound his way into kids’ hearts.
“The idea behind Sammy was to give the NJTPA something fun and approachable that could help market the Long Range Transportation Plan to a younger audience,” said Cate Heady, who created the character. “It adds personality and emotion—something kids can connect with. Plus, it’s just super fun!”
While Sammy began as an illustration, the POET team was eager to bring him to life. Fortunately, team member and Bloustein alum Kiara Ryan has a background in theatre and performance, including puppetry. “Puppetry is often a team effort, and this was no exception,” said Ryan. “I provided Sammy’s voice and basic movements, but our amazing student research assistants, Anika Kapoor and Kenia Coronel Gonzalez, jumped in with tail and arm movements. Kenia also provided Spanish translation to make the experience even more inclusive. It was exciting to share this unique skill with the team.”
Sammy has already made a name for himself within New Jersey’s transportation planning circles—and kids are responding just as positively. “Sammy helps break the ice,” said Ryan. “He gives kids a reason to feel more comfortable sharing their thoughts about transportation. Even if they don’t fully grasp the concept of long-range planning, they understand that their ideas matter. And when a goofy, passionate squirrel is listening to you, it helps you feel heard.”
This project is a prime example of how POET continues to test new and engaging approaches to public participation. As part of a research center, POET acts as a kind of outreach and engagement lab, piloting creative strategies that aim to broaden who participates in planning processes—and how.
“Seeing Sammy come to life is exactly why we created POET nearly ten years ago,” said Managing Director Miriam Salerno. “We envisioned public engagement that was both meaningful and fun, and that welcomed everyone to the table. Sammy does all that and more, thanks to the talent, creativity, and vision of Cate, Kiara, and the whole team. They’ve truly made a dream come true.”
To learn more about POET or explore a collaboration, click here.