Metrolinx’s New Campaign Shows That Transit Is a Safe Space for All

Public transportation is used every day by a diverse array of people across Ontario, and Metrolinx believes that everyone, no matter who they are, their reason for travel, or what their story is feels safe while using transit. With its latest campaign, launched February 28th, the transportation agency shows its commitment to a vision where transit is safe for all.

Conceptualised by Leo Canada with French adaptation by Martel, both part of the Publicis Groupe Canada network, this regional campaign speaks to Ontario’s rich cultural diversity, with adaptations in French and seven additional languages. It represents the next stage in the expansion of Metrolinx’s “Safety is For All” platform, which began in May 2023 with the objective to drive positive safety behaviours among MX riders through station and vehicle signage, custom station announcements, online digital display and Spotify digital audio.

This latest work centers around a 30-second spot portraying diverse characters confidently commuting. Whether it's someone sashaying down the aisle of the UP Express clad in head-to-toe pink with a fluffy white cat in tow, or a costumed superfan riding the GO Train on their way to a comic expo, or rival sports fans sharing a peaceful GO bus ride home after a big game, every sequence captures how on transit, people can feel safe to openly ride as their best, fun, quirky, authentic selves.

“As stewards of public transit, we believe in promoting a customer experience where safety goes beyond physical measures to also encompass emotional well-being,” said Sharyn Byrne-Nearing, vice president, brand, digital and product marketing, Metrolinx. “This campaign is dedicated to ensuring that every rider feels not only secure when they take our trains or busses, but empowered to show up as their authentic selves while on their journeys with us”.

Tahir Ahmad, chief strategy officer, Leo Canada, added, “This campaign shifts the conversation from just physical safety to a holistic sense of security that allows everyone to embrace their true selves during their journeys. It’s about creating a space where everyone can express themselves freely, knowing their commute is supported by a commitment to comprehensive safety”.

For more information on Metrolinx’s safety initiatives, visit here.