Over the past few years, WCE has experienced a significant increase in ridership. This has resulted in more crowding aboard the trains as well as a decrease in onboard etiquette—seat saving, door blocking, loud talking, and excessive use of fragrances (to name a few). However simply telling people what is acceptable behavior (and what is not) rarely has the desired effect. This is because the people being targeted tend to become even more defiant when being told what to do by ‘Big Brother’. And this is what WCE was experiencing.
Believing that most of the people committing etiquette offences may not necessarily be aware that they are being inconsiderate to others, we incorporated a strategy of ‘recognition & realization’. The result was the Etiquette Outlaws program—a campaign featuring a series of tongue-in-cheek, old-west themed platform posters and onboard signage. The goal of the campaign was two-fold: 1) highlight the problems etiquette offenders cause for their fellow commuters; and 2) encourage offenders to modify behavior by giving them an opportunity to recognize themselves as Etiquette Outlaws... and let them know that others see them in this way, as well.
In its inaugural year, the Etiquette Outlaw campaign was honored as best PSA campaign by any commuter service in North America—winning the APTA’s coveted AdWheel award. More importantly, though, within the first few months of the campaigns launch, WCE reported less incidences of onboard etiquette offences. Equally as impressive, riders became more engaged and actually started to contacting WCE to suggest their own new Outlaws—for use in future campaign extensions.

Station Platform Poster

These 4’ x 8’ posters were used to launch the Etiquette Outlaws campaign at the actual train platform. They featured offenders such as The Seat Bandit, Cellphone Kid, Cologne Katie, and Aisle Blockin' Annie.

Elevator Wrap

When the clients requested that we look for a way to, somehow, incorporate their elevator platform/house into the ‘Outlaws’ campaign we used full-wrap decaling to convert it into a wild-west saloon.

Elevator Doors

We created this ad to address the increasing problem of people blocking doorways---with their bodies and belongings. It was posted in the elevator at the WCE station to proactively ‘speak to’ passengers just prior to them boarding the trains.

Consumer Experience (CX): Feet On Seat

To draw attention to the etiquette offence of placing ones feet on the seats, we staged this crime scene. As part of the CX campaign, we also provided an incentive to reward/encourage passengers to keep their feet off the seats.

Consumer Experience (CX): Littering Game

To encourage passengers to pick-up after themselves AND their general surroundings, we created this Outlaw themed, real-life carney game. To participate, and have a chance to win prizes, passengers had to bring their own trash (from the trains).

Consumer Experience (CX): Earplugs

As part of our CX campaign to remind people to lower their voices while onboard—and not be like Etiquette Outlaws Chatty Kathy & Patty—we created and distributed customized packages of earplugs.

CX Campaign Launch

To introduce the upcoming Etiquette Outlaw CX campaign to the WCE commuters, we created an old-west themed newspaper—featuring humorous content and engaging storytelling.

Consumer Experience (CX): Clothes Pegs

To remind people that the (excessive) wearing of fragrances can make for an unpleasant commute for fellow passengers, we created this CX campaign. It featured a metaphoric clothes peg and card with instructions for the best way to apply/wear fragrances.

Trading Cards

As the amount of Outlaws grew, we created collectible trading cards for each Etiquette Outlaw. The goal was to keep the offences top-of-mind in a fun and relevant way. These proved to be quite popular and had to be reprinted.

Positive Reinforcement Citations

Since WCE does not have the authority to issue citations, we took the opposite approach and issued positive reinforcement citations to passengers who were NOT creating etiquette offences. For their good actions, they received vouchers to a cross-promo partner.

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