Transperth aims to foster empathy among commuters with new portrait campaign

Transperth, the public transport services company for Perth, has unveiled a new outdoor portraits series which aims to showcase the diversity of Perth’s public transport passengers in an effort to change the way people look at those around them.

The ‘Show Your Good Side’ campaign, created by 303Lowe, hopes to encourage empathy and respect amongst all commuters by sharing various commuters stories.

303Lowe creative director Richard Berney said: “The portraiture series is an exploration of the people of Perth and their individual journeys – presented by a brand that is of, and for the people – Transperth.

“The portraits and their accompanied interviews aim to disrupt people’s prejudices of their fellow passengers. When we learn about each other, and even recognise something in ourselves, we are more likely to be considerate.”

Photographed by internationally-awarded photographer Steven Laxton, the images will roll out throughout the public transport network after being launched with large format outdoor in the Perth Underground Station.

Transperth’s information and svent services manager Charlotte Hayes said: “Encouraging our passengers to adopt positive behaviours is one of our key priorities. Our customers’ experience is heavily influenced by the behaviour of the people around them. By encouraging our passengers to get to know each other, to take a little interest and acceptance of each other, we hope will translate for a more enjoyable journey for all.”

CREDITS:

• Agency: 303Lowe Perth
• Executive Creative Director: Lindsay Medalia
• Creative Director: Richard Berney
• Designer: Melissa Radman
• Business Director: Emily Woods
• Photographer: Steven Laxton
• Client: Charlotte Hayes, Information and Event Services Manager, Transperth

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics 303Lowe Campaign creative photography public transport trains

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