"Dont Be That Guy" Campaign

About the project

The Challenge Public transport providers noted a significant rise in antisocial behavior, specifically regarding "digital noise pollution." Passengers frequently used mobile devices on full volume for music and calls, leading to increased rider dissatisfaction and verbal conflicts that disrupted bus drivers.

The Objective

1. Clarify Regulations: Clearly communicate that quiet device usage is an enforceable rule of carriage.
2. Conflict Resolution: Provide a visible point of reference for drivers and passengers to de-escalate tension by citing established policy.

Target Audience

• The Unaware: Bus passengers who are unintentionally causing a disturbance.
• The Intentional: Bus passengers aware of their volume but unconcerned with social friction.

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Strategy & Concept

Research & Insights I analyzed international precedents, including the successful Japanese antisocial behavior campaigns , and the "Small Words, Big Impact" campaign by VCCP for TfL. User panel testing indicated that passengers responded most positively to direct but non-confrontational messaging.

The strategy utilizes bold, clear typography paired with empathetic cartoon illustrations. Drawing on psychological studies regarding emotional contagion, I developed characters with highly apparent facial expressions to trigger an empathetic response in the viewer, making the "rule" feel like a communal favor rather than a cold command.

Visual Execution

Design System The campaign uses a high-contrast palette to ensure legibility, even in low-light transit environments. The typography is sans-serif and heavy-weighted to command attention from a distance.

• Core Assets:
  • A series of interior printed posters, interior cards, and seat stickers, focusing on headphones, phone calls, and social media scrolling.
• Contextual Mock-ups:
  • Interior Bus Decals: Placed on the most busy bus routes

Impact & Reflection

The Final Solution The "Be Considerate" campaign successfully translated a rigid rule into a relatable social expectation. By using casual language and emotive characters, the design bridges the gap between enforcement and community care.

Key Results The project was successfully delivered to the client and met all criteria for the original brief, providing a ready-to-deploy visual framework for transit authorities to address digital noise.

Personal Reflection This project challenged me to condense complex social etiquette into a "split-second" visual. I learned how to leverage character design not just for aesthetics, but as a functional tool for behavioral psychology and conflict de-escalation.