To educate a broad audience of customers and employees of rapidly changing COVID-19 protocols, the campaign employed concise messaging across a variety of communication channels. Customer-facing collateral focused on new policies and messaging reinforcing how the TTC keeps customers safe, while internal messaging informed staff of changing safety protocols, policy changes and general updates. The key challenge was to disrupt visual clutter and deliver continually developing messaging. By identifying how customers and staff prefer to access information and targeting messaging accordingly, the team was able to reach target audiences with clean, crisp visuals that helped simplify complex messages and stood out from the photography- heavy advertisements that dominated the transit system. The TTC has achieved a 99% success rate in mask compliance, which has been significantly impacted by the successful message saturation driven by this campaign.

CREDITS:

ART DIRECTOR: IAN DICKSON

PROJECT MANAGER & DESIGNER: CHRISTINA WHITFIELD RGD

DESIGNERS: HARRISON, LAURA LEHMING, ALEX BLACKWELL, HERMAN HO, NADIA SALVATORI