Public safety messages, made clear, human, and easy to share.

During COVID-19, public transport messaging had to be calm, clear, and trusted, at a moment when guidance was changing weekly.

People needed to know when to travel, how to travel safely, why face coverings mattered, and what behaviour was expected on public transport. A press release does not move fast enough for that. Social-first video does.

We produced short, accessible public information videos designed for the platforms people were already on. Each clip carried one message and ran under 30 seconds. Repeatable formats meant the team could refresh content quickly as guidance updated.

Safer travel was not a rule to enforce. It was a shared responsibility.

The campaign worked when it framed compliance as a community decision; people playing their part so essential journeys could continue. That meant videos that felt direct and respectful, not instructional.