The document discusses strategies for improving perceptions of and ridership on Muni, San Francisco's public transportation system. It finds that fewer than 5 people can answer basic questions about Muni's lines and purpose. To increase enthusiasm and pride in Muni, it suggests promoting Muni's accessibility, convenience, and affordability. The strategy encourages viewing fellow passengers positively by considering what they may be experiencing, rather than judging them, to build a stronger sense of community ownership over the public transit system.