DEPARTMENT OF TRANSPORT & PLANNING - REMINDER TO BE KINDER
A question of behaviour.
How to encourage and inspire respectful behaviour and etiquette in passengers without an overly authoritarian tone that might cause more harm than good? That was the question the Department of Transport and Planning (DTP) came to Helsinki with.
The use of these characters added a friendly levity while rhyming support copy succinctly summed up each etiquette issue,
The success of the campaign was soon felt with a raft of positive feedback on social media. That led to a roll-out of all messages across all Melbourne’s transport modes.
Our answer was an eye-catching, warm hug of an approach, with positive vibes and clear messages.
Leading with the headline - ‘A Reminder to be Kinder’ - the campaign created characters out of the everyday elements of Melbourne’s Trams, Buses and Trains.
