Client: York Regional Transit (YRT/Viva), Toronto
Creative Director: Tom Megginson
Associate Creative Director: Vernon Lai
Designer & Art Director: Javier Frutos
The intended goal was to increase reports of harassment and lower incidents. The campaign ran on YRT public properties (particularly transit) as well as in print and online. It directed viewers to yrt.ca/stopit for more information and an interactive game designed to further raise awareness of what constitutes reportable harassment. Based on statistics provided, the campaign resulted in a strong downward trend in the most dire offences, “assault” and “disturbance.” Meanwhile, the reporting of more “minor” incidents increased.