Our public transit system has many issues, but I’m still amazed to see the state of our subways, busses and streetcars. It’s getting to the point where I have mastered the art of “not touching anything” on any given TTC vehicle.
Besides the basic infrastructure and general layout of the subway system, I understand that the problem includes many variables, many external factors. I understand that it’s an ongoing problem that will probably never be fixed – but I digress.
But let’s start with the garbage! Why do we question why TTC ridership is low? People are fed up with this nonsense, and have decided to drive. The thing is, transfers, empty cartons and bottles, paper and coffee cups, can’t just magically throw themselves on the ground. People put them there.
I believe there are TTC ads that currently address this issue, but I don’t think they’re displayed rigorously enough. They need to be strategically placed, more consistent, and more direct for the simplest of minds.
Allow me to propose a more direct (albeit, a little simplified) one-off campaign for the TTC:
Goal: To motivate and encourage TTC riders to use the garbage bins allotted for recycling and litter.
Objective: To increase the use of the garbage & recycling bins, by TTC riders in the GTA, by 80 per cent over the next three months.
Key Message: If you use the garbage bins, it will keep the public transit system clean.
Target Audience: TTC riders, in the GTA; commuters from 905 area
Tactic: A series of print ads that appear inside the TTC stations, inside subway trains, street cars and busses, that illustrate the effects of garbage on the public transit system.
Idea 1: A simple black & red line graph, showing the directly proportional relationship of garbage to TTC fares
Idea 2: A cheeky but serious mathematical equation
(increased garbage = increased fares)
Idea 3: A drastic visual, showing what happens when you litter on TTC vehicles (what happens to you, and then what happens to society)
Idea 4: A visual, indicating what one person using the garbage bin can produce in the grand scheme of things (contributing to a larger movement)
I realize this won’t completely solve all of their problems, but it’s a start! I’ve suggested 4 ideas for ads, if you can offer up any other solutions, please feel free to share…