Over the past few years, commuter train system had 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’.
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, the client reported less incidences of onboard etiquette offences. Equally as impressive, riders became more engaged and actually started to contacting organization to suggest their own new Outlaws—for use in future campaign extensions.
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.