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When COVID-19 hit, with many commuters transitioning to work-from-home arrangements, the number of people using public transport dwindled. As people started to return to work, Translink wanted to ensure that customers still felt comfortable and safe using the network. We created the ’Be Kind’ campaign that paired a strikingly bright visual with the friendly and positive messaging to just “Be Kind” to your fellow travellers.
The material shone a light on the current trying times, and how the simple measures customers can take can make all the difference. The statement “Be Kind” instantly conjures up ideas of retro 70s style posters which are hard not to smile at and even harder to miss, with their bold line work and strong colours. 35 posters were installed across the SEQ busway. On social, the post was seen almost 54,000 times, achieving 5% engagement and was very well received by customers.