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The problem to be solved was that passengers felt the communication with the Metro was distant and authoritative, be it inside the metro system or on social media. Inappropriate behavior needed to be reversed into good practices and some operational rules for coming in and out of trains had been changing.
Given this, the company created a new institutional language and came up with the Metrotoons, a family of 39 different characters which bring the message of humanity, simplicity, lightness, and fun, however serious the message may be. The passengers may become the protagonist in the messages. The characters show inappropriate behavior in a fun, silly way which may reach out to a larger crowd, and it may be replicated in any language.
We were able to:
To measure the behavioural impact of the campaign, there have been periodical surveys carried out. The impact of the “More Kindness Project” can be seen in the rapid behaviour changes passengers have displayed when getting on and off trains. The survey conducted after a year and a half of the campaign shows that 62% of people have noticed the new characters.
Of that group, 72% saw an improvement on the boarding process and 96% of the same group felt the messages were conveyed in a much more positive form (the characters were fun and the stories were easy to understand). The integrated campaign also aims to involve over 2000 employees.
animated characters across 9 videos
impressions in a year
of passengers agree the cartoons convey messages in a “more positive” way