‘Tram Coach’ returns to help the elderly travel safely on Yarra Trams

Yarra Trams’ ‘Tram Coach’ has returned with the second instalment of its safety campaign which aims to help senior passengers travel safely.

Created by Icon Agency, the campaign promotes the safe ways to get on and off the tram and the correct seat etiquette.

The campaign was launched in November last year with an ad which featured Tram Coach telling Melburnians to sit down on trams, hold onto poles and handles, as well as stand with feet firmly on the ground and spread out for additional balance.

Ed Bechervaise, creative director at Icon Agency, said the campaign was on a mission to break stereotypes.

“The 60-plus audience have a sense of youth and the spirit to get out there. We’re playing to that, but in a way that talks to everybody – so it’s all-inclusive, while inherently targeting one sector specifically. Tram Coach celebrates safety and being awesome at it, so there’s  no heavy vibes happening here.”

Rod Clausen, creative directors at Icon, added: “The creative is aimed at getting the elderly to embrace safer behaviour with a smile. The campaign is designed to be accessible to everybody. Love him or think he’s a goof, Tram Coach is here to show us how to be our best ‘tramming’ selves.”

The campaign is running across out of home, cinemas and YouTube and social media.

Emilie van de Graaff, director of passenger and network innovation at Yarra Trams, said: “Reaching older passengers is a critical phase of our ongoing campaign promoting safe tram travel behaviour, because our data indicates that they are more susceptible to falls on trams.”


  • Client – Yarra Trams
    Director, Passenger and Network Innovation – Emilie van de Graaff
  • Agency – Icon Agency
    Creative Director – Rod Clausen
    Creative Director – Ed Bechervaise
    Art & Copy: Aaron Tyler
    Art Direction: Mal Chambers
  • Group Account Director – Hazel Tiernan
    Senior Account Manager – Sam Cairns
    Senior Designer – Nana Derkyi
    Studio Manager – Mark Oriondo
    Casting Director and Producer – Naomi Mendoza
    Production Company – Visible Studios
    Director – Nick Kozakis
    DOP – Carl Allison and Dillon Pearce
    Executive Producer – Tim Whiting
    Illustrator – Ben Sanders

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