Today, GO Transit unveiled a cheeky new book to address the top etiquette issues annoying its riders. Inspired by personal stories from concerned GO riders, the book, “Unwritten Rules of Public Transit Etiquette Written Down,” is part of an ongoing initiative to help the public transit service deliver a comfortable ride for all its commuters. The evolved campaign follows the success of the 2016 etiquette campaign, which further to a GO Transit rider survey, resulted in a 36 per cent drop in bad behavior.
“Bad rider etiquette is something GO Transit doesn’t take lightly and is committed to continually improve,” says Paula Edwards, vice president, customer service delivery, GO Transit. “To demonstrate that we’re always listening and to better engage with our riders, the evolved campaign provides riders with a platform to contribute to the conversation and be part of the solution.”
Knowing people tend to turn to social media to voice their concerns, last fall, GO Transit encouraged riders to share their most irksome etiquette complaints on Facebook and Twitter and to offer up their own suggestions and solutions. Riders who included @GOTransit and #etiquettefail in their post were eligible to win a free Presto card. GO Transit also partnered with Greater Toronto Area-based influencers, who also ride GO, to amplify the message and encourage rider participation.
“There’s an unspoken code of conduct for those riding the GO, and riders feel upset when it’s violated,” says Paul Wallace, executive creative director, DDB Canada Toronto. “This campaign allows GO to acknowledge and address riders’ frustrations and take action on their behalf in a fun, fresh and approachable way.”
The top courtesy concerns are addressed in a 100-page book of carefully curated etiquette lessons and tutorials that is available to download for free. The lessons also appear in social posts and print executions appearing in GO Transit trains, buses and stations, and available as shareable illustrated content empowering riders to promote proper transit etiquette, and to continue their conversations with GO Transit.