Bringing new solutions to enable safer travel when using public transport.
This is broken into two areas: explorative and distinctions.
Background in developing the project
For around three years, I have participated in a variety of projects, research and development activities with Transport for West Midlands (with the team at West Midlands Safer Travel Partnership) to find positive solutions to improve safety related to public transport. As some of these developments may take a considerable amount of time to implement, I felt that there could be some small steps that could be suggested and implemented in the short term in the form of creative marketing, encouraging everyone to modify or change their behaviour when using public transport.
The Concept
My marketing proposal is called “Travel With A Heart”, a family of marketing materials that encourages passengers to have a heart in how we approach and treat other passengers when using public transport.
My Approach
I wanted to develop a cohesive approach to address different aspects within the same theme of safer travel, rather than focusing on one subject alone. During the design process, I wanted the message in the marketing materials to be more direct and to the point. This was after discovering other similar marketing campaigns that were not well received by some passengers, including certain posters that were vandalised or destroyed.
Preparation
The preparation included analysing different examples of situations that can affect passenger safety on public transport. This led to a shortlist of seven different subjects.
Creative approach
I wanted to develop a different approach compared with other travel safety marketing materials, which often include transport environments and illustrations of people to emphasise their point.
I wanted to break the convention by using three-dimensional hearts as passengers within the transport environment. The purpose of breaking from convention was to move away from a lecturing tone and instead present an impact that may appear unusual, but which could make people stop and think.
A total of seven examples were created, including:
Headphones or pods
Encouraging passengers to play music or listen to audio through their headphones or earbuds without disrupting other passengers.
Don't offend other passengers
Discouraging passengers from offending others, regardless of their background.
Intimidation in the opposite direction
Discouraging intimidation when walking through the gangway, which can cause accidents, especially when the transport vehicle is moving.
Intimidation from behind
Encouraging passengers to be more patient and not physically pressure other passengers from behind.
Queuing
Encouraging passengers to respect others who are queuing to board transport.
Waiting for passengers to get off
Encouraging passengers to be considerate towards people who are getting off a transport vehicle after arrival.
Mobile phones
Encouraging passengers not to use their mobile phones inappropriately in a way that unfairly blocks or inconveniences other passengers nearby.
Presenting ideas
My ideas were presented at a meeting at the West Midlands Combined Authority (the home of Transport for West Midlands) to Security & Policing Manager Paul Franks and intern Hannah Blackburn.
Overall, I received positive feedback on the messages, the concept and the overall point about safer travel. I did receive feedback suggesting that I reduce the size of my family of marketing ideas.
In addition, I presented ideas for a specific campaign to encourage changes in behaviour towards disabilities and difficulties, entitled “Stop and Change”.
Feedback
Overall, I received positive feedback on the messages, the concept and the overall point about safer travel. I did receive feedback suggesting that I reduce the size of my family of marketing ideas.
Presenting ideas
My ideas were presented at a meeting at the West Midlands Combined Authority (the home of Transport for West Midlands) to Security & Policing Manager Paul Franks and intern Hannah Blackburn.
Bonus presentation
My development work provides potential short- and long-term ideas for further development and consideration, with the aim of encouraging changes in passenger behaviour and improving safety when travelling on public transport.
Find out more about this in separate details online soon.
Development
My development work provides potential short- and long-term ideas for further development and consideration, with the aim of encouraging changes in passenger behaviour and improving safety when travelling on public transport.
