A communication campaign that aims to raise awareness of the issues surrounding public transport through a series of posters visualising people's emotions with custom-made costumes.
Travelling on public transport is an inevitable part of city life. Three million Londoners travel everyday on the oldest underground system in the world, whilst London buses carry around six million passengers daily. During rush hour, mainly young and able-bodied people use public transport, travel times are often long and people rarely interact with others.
This project started by studying commuters who use London public transport. The question addressed was - what are commuters' worries when they are travelling on public transport? To determine what the needs and desires of the commuters are, observation with passengers was carried out in the London transport system. Different fantasies that relate to the experience of using public transport were developed while talking to passengers, such as:
Four young professionals were interviewed on their way to work. The aim was to find out what were their main concerns about their journeys. As result some issues were identified for improvement:
Three issues were selected (privacy, keeping cool and cleanliness of the environment) and commuters' fantasies were translated into special costumes that demonstrated each fantasy. Photographs were taken and a series of posters were designed to raise awareness, in collaboration with other communication designers.
