No one likes public transportation companies. If you’re on time, no one cares. If you’re not, everyone is upset. At the same time, public transportation is a good thing: great for the environment, reduces traffic congestion and a cheap way of transportation. Above all, public transportation is a place where all parts of society meet, and where everyone is welcome. Obvious as that may be, public transportation company Västtrafik felt that it was worth repeating. As part of their ongoing work with diversity they wanted to make this point clear during the local Pride festival, which they support.

We put custom made pictogram stickers in the style of “seats for the elderly” in 50 trams. The stickers depicted people of different occupation, age, religion, interest or sexual orientation. To drive the message home we used window signs inside the trams.

During the local Pride festival we put custom-made pictogram stickers in the style of “seats for the elderly” stickers in 50 of Västtrafiks trams. The stickers depicted people of different occupation, age, religion, interest or sexual orientation. To drive the message home we used window signs inside the trams. Aside from that we used neither bought media nor seeding.