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How to get people to use the metro

Around the mid-2000s, I was riding the LA Metro trains a few times a week across town to my workplace. I had plenty of time to observe the neighborhoods I passed, the type of people who rode the train, and to study the advertising campaign LA Metro was using.

The campaign had great consistency: an image area, a short paragraph, the logo, the website, all in predictable places in a poster-size layout. The copy was brief, personable and funny, which is welcoming and unusual to see from a transportation company.

Unfortunately, I never took a photo of any of the numerous posters I saw. Here is one that shows the format, though I don’t remember seeing it:

Source: This article from TheCityFix.

An online search for samples of the posters brought up another attention-getting transportation campaign: the award-winning video for Metro Trains Melbourne in Australia called “Dumb Ways to Die.” Watch: