Public Transport Company Västtrafik Rides with Pride with Rainbow Timetables

Public transport is for everyone. That’s why Swedish company Västtrafik celebrated the LGBTQ movement by covering the Central Station with real-time departure boards sorted by colour. 

During Gothenburg Pride Festival, Västtrafik wanted to show its support. By using digital outdoor ads they displayed their regular timetables, but changed the order of the colourful tram lines – forming the pride rainbow. With 30 billboards throughout the Central Station, the statement doesn’t go unnoticed. 

"With these simple timetables, we want to demonstrate one of our most important values. Everyone is welcome on our trams and busses, regardless of who you are and who you love," says Lars Backström, CEO of Västtrafik. 

In addition to the rainbow timetables, Västtrafik is decorating all their busses and trams with pride flags.

"To me, public transport embodies the respect for all people's equal value. Our support for the festival is a statement for diversity and inclusiveness," says Lars.

Västtrafik has been a partner company of West Pride for several years. In 2017, the LGBTQ festival takes place in Gothenburg during June 7th-11th. 

The campaign is produced by Swedish advertising agency Forsman & Bodenfors.