Try to convince all citizens that the use of the tram causes great environmental benefits and improves the traffic in the city.Raise the awareness of citizens to the fact that cars are not the only possibility of efficient transport, and that, in comparison with them the tram improves the performance in terms of time, consumption, parking and mobility.A simple and direct campaign to have the maximum possible impact among the population and local media, despite the low budget allocated to it.

The campaign was a success among the population. Everyone learned the advantages and the benefits offered by the tram as a means of transport.The initiative was a general topic of conversation while being carried out.The idea crossed the limits of the town and appeared in newspapers and websites, not only in Murcia but also in other cities of Spain, and in many of the most important newspapers and media in the world.Due to this campaign, the number of passengers increased in more than 12,000 on workdays and in two months Murcia’s tram reached one million travellers.

To achieve this we relied on a very simple concept, which could transparently reach the population: “Better by tram”Under this concept we launched a very direct and strong message to the entire population of the city, through a video where the director of Tranvía de Murcia himself spoke directly to the citizens, in order to give our message all the credibility it needed:"We trade your car for a lifetime pass for the tram". This simple.

With the cars that we were withdrawing, and using social networks - Twitter and Facebook - we started an operation that consisted of removing, one by one, the parts of the cars, one part for each comment in favour of the tram. And, of course, we did it on the street within a glass case, downtown, with a video streaming, so that everyone could watch and see.We created viral videos that supported the campaign, and a guerrilla action, parking a car on top of two others, thus showing the disadvantages posed by using the car instead of public transport.