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Supertickets
Encouraging car users to try public transportation in a non-offensive way
Problem
Problem
Private and comfortable, but also polluting and space consuming: the reduction of car usage is crucial to make cities more sustainable and liveable. Despite all the negative effects, car users are still the ones least likely to try new modes of transportation.
The idea
The idea
What if we provided a “free trial” for public transportation? A ticket is a useful gift, they wouldn’t throw it away, and it would probably end up in their wallet, so they would always have the opportunity to use it. It might be there for weeks, which is an open door for public transportation, reminding them every time they open their wallet.
The idea
What if we provided a “free trial” for public transportation? A ticket is a useful gift, they wouldn’t throw it away, and it would probably end up in their wallet, so they would always have the opportunity to use it. It might be there for weeks, which is an open door for public transportation, reminding them every time they open their wallet.
The effect
The effect
We needed a way to deliver our messages, so we designed the wrapping of the ticket carefully: you can only open the package in four steps, each one revealing a new sentence that describes the benefits of public transportation. The order and the content was planned to resonate with the reader, and to make them understand our argument in a couple sentences.
The first messages referred to the difficulties of parking in the cities, then we presented some of the main benefits of public transport compared to driving such as being able to read, relax, move. We finished with some other aspects you might consider: the effects on climate change, sustainability. After reading all the messages, you finally receive your gift, which was hidden the entire time.
The effect
We also needed a way to deliver our messages, so we designed the wrapping of the ticket carefully: you can only open the package in four steps, each one revealing a new sentence that describes the benefits of public transportation. The order and the content was planned to resonate with the reader, and to make them understand our argument in a couple sentences.
The first messages referred to the difficulties of parking in the cities, then we presented some of the main benefits of public transport compared to driving such as being able to read, relax, move. We finished with some other aspects you might consider: the effects on climate change, sustainability. After reading all the messages, you finally receive your gift, which was hidden the entire time.
Results
Results
The supertickets were put on the parking cars on the most problematic parking spots of the city. We cooperated with the public transportation company of the city who are also in charge of the parking system. As the distribution was not announced, we were observing the social media channels and groups for any reaction. The event appeared in more groups and posts, and we and the local media also covered the story. All the reactions were positive, which is a great benefit of this tool as citizens can be especially sensitive about their commuting habits when presented the harms of their choice to the community.
Results
The supertickets were put on the parking cars on the most problematic parking spots of the city. We cooperated with the public transportation company of the city who are also in charge of the parking system. As the distribution was not announced, we were observing the social media channels and groups for any reaction. The event appeared in more groups and posts, and we and the local media also covered the story. All the reactions were positive, which is a great benefit of this tool as citizens can be especially sensitive about their commuting habits when presented the harms of their choice to the community.
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We used this idea in a campaign.
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