With more Victorian's using public transport, the passenger experience was getting worse. Our challenge was to encourage better travel etiquette amongst Victoria's public transport users to make the experience far more pleasant.

We created life-sized model train figurines, complete with their own packaging, and placed them onboard various trains, trams and buses. These life-sized Model Commuters then became in-situ demonstrations of the correct etiquette onboard Victorian public transport, teaching fellow passengers how best to behave in a fun and engaging way.

We created life-sized model train figurines to demonstrate correct etiquette onboard Victorian public transport in an effort to improve the commuter experience.

Using the device of model train figurines, we lead by example, with each life-sized execution becoming a demonstration in correct travel etiquette onboard the modes of public transport they were the most relevant.

Initial results demonstrate 26% campaign awareness amongst public transport users and an overall increase in positive feelings towards Public Transport Victoria and their efforts to improve passenger behavior.