Wednesday, November 19, 2008


Starting today, the Ad Council will launch the “Why?” campaign. The campaign will explain the reasons behind some of TSA’s most controversial security procedures. The goal of this public awareness effort is to reach the largest audience possible explaining to the traveling public what TSA does and why we do it.

Launching just before the take off of the busy Thanksgiving holiday travel season, videos and Web banners will be posted online and complemented by national radio messages. Travelers will find bits and pieces of the campaign when they visit major travel and airline Web pages. They will also see “Why?” at

More than 23 million passengers were screened at our checkpoints last year during the holiday season, and many of those passengers travel infrequently. Those are the travelers we’d most like to reach. Passenger feedback has shown us that people are more willing to comply with security procedures if they understand the “why” behind the measure. It’s true that for every security protocol there is a relevant security concern. TSA uses its partnerships with law enforcement, global allies and with other federal agencies to review and update security measures based on current information.

As a former Transportation Security Officer, I can attest to the fact that the novice or infrequent travelers slow down the lines a great deal. So by combining the “Why?” effort with the expanded Family/Medical Liquids lanes, TSA is working to increase security while improving the passenger experience. The family lanes will enable families, first time travelers to go through a line where they won’t be rushed or pressured. We are also encouraging people with larger medical liquids in tow to use this lane as well so we can inspect these larger liquids.

TSA’s partnership with the Ad Council will cover a variety of measures. During Thanksgiving the focus is on some of the common pain points: why must I take off my shoes?, why limited liquids in a baggie?.

The bottom line is TSA wants passengers to know that we are on your side and you play a role in security by being ready and cooperative at the checkpoint.

Check out the Videos:

The videos feature one of our very own Transportation Security Officers.
EoS Blog Team