Edmonton Transit System wanted to make everyone feel safe while using public transportation. They were implementing safety assistance programs and had a strong stance of zero tolerance for sexual harassment, but both transit users and non-users still were either unaware or unconvinced of the safety initiatives on ETS.
The biggest goal was educating audiences on inappropriate behaviors while simultaneously showcasing the resources available in a non-threatening way, and the zag creative team set out to create a campaign to achieve this. The creative highlighted ETS’s “zero tolerance for sexual harassment” stance, specific behaviors, and available safety programs.
Overall the campaign was extremely well received by both the public and the media. The campaign was picked up by both local and national news and generated positive exposure for ETS on the issue of safety and security on transit.