Like with many public transport operators, the employees of TEC are exposed to violent acts from some passengers, such as spitting, insults, punches, etc. This situation has got worse since the COVID pandemic.

It was high time for TEC to tackle this issue head on, and this is now taken care of thanks to a campaign spanning several media!

 

The challenge: to raise awareness without shocking 

Alongside this campaign, TEC is recruiting on a massive scale. It was therefore important for Hungry Minds to deal with the theme of aggression without discouraging applicants who were thinking of joining the company. This is why our creatives opted for a quirky approach. As a result, the assaults are not show. On the contrary, the radio, TV and cinema commercials as well as posters, printed media and Instagram stories depict passengers overflowing with affection for TEC’s drivers and ticket inspectors. The message then brings the spectator back to reality: TEC personnel are not asking for much, all they want is respect.

This campaign shows that it is possible to deal with a serious issue by adopting a light and positive tone, an approach which has been welcomed by TEC passengers and personnel alike.

 

An intriguing but efficient teaser

Before these messages were published for TEC, a video was broadcast on the social networks, featuring a passenger and a ticket inspector vigorously exchanging pleasantries, quite literally! On Facebook, Instagram, Tik Tok and Snapchat, the reactions came thick and fast, such was the outlandish nature of the falsely secretly filmed exchange.

 

Campaign elements :

Social Media Teaser

40'' cinema commercial

Poster

Radio commercial