(As seen on Ads of The World)
York Region Transit is the public transit operator in Regional Municipality of York, Ontario, Canada, a large urban and suburban area adjacent to (and interconnected with) Toronto.
As part of their commitment to passenger safety, YRT works with York Regional Police to prevent verbal, physical and sexual harassment of passengers by other passengers. While this is not currently a particular problem in York Region (compared to other Canadian urban regions), the campaign is intended as a proactive measure to deter potential abusers, by ensuring them that they will be caught by on-board cops and prosecuted, as well as an invitation to bystanders to be part of the solution. The campaign will run on transit properties for the rest of 2012.
I’m not afraid to say that YRT has become one of our favourite clients. Their keen marketing insights, high creative standards, and willingness to become leaders in Canadian transit marketing continues to yield impressive results and awards.
During the campaign, YRT/Viva increased reports of specific crimes. The most dire offences previously reported — “assault” and “disturbance” — fell considerably from 2011 to 2013 while the reporting of other incidents increased significantly. The change in reported incidents indicates that transit users are willing, as a result of the campaign, to come forward and report a broad range of harassment issues.
Senior Creative Director: John Staresinic
Creative Director: Tom Megginson
Associate Creative Director: Vernon Lai
Art Director: Javier Frutos
Copywriter: Tom Megginson
Designer: Kerry Cavlovic
Account Director: Gillian Todd-Messinger
Account Manager: Tania Glithero
Photographer: Christian Lalonde / Photolux Studio
Media Strategy: Sue McKinney, Kevin Scannell, Catherine Stahan