Toronto’s TTC “They Meet, They Join” Marketing campaign Attracts Combined Reactions
The Toronto Transit Fee (TTC) lately launched a brand new promoting marketing campaign encouraging ridership with heat, people-focused messaging.
The adverts, that includes phrases like “They meet. They join.”, intention to spotlight the TTC as greater than only a method to get from level A to B — it’s a spot the place Torontonians can cross paths, share moments, and even spark new connections.
Pictures of the adverts could be seen right here on TikTok consumer @madisonschuli’s video.
TTC New Advertisements
Nonetheless, the marketing campaign has sparked criticism on-line.
Many customers on social media are calling the adverts tone-deaf, pointing to issues about security on the TTC. Lately and months, there have been rising reviews — and perceptions — of violent incidents, harassment, and encounters with unstable people on public transit. For some riders, the concept of “connecting” with strangers on the TTC feels much less heartwarming and extra unsettling.
TTC New Advert Marketing campaign
Within the feedback part of this video selling the marketing campaign, customers expressed frustration that the TTC selected to concentrate on whimsical connections relatively than extra urgent points. A number of commenters instructed the fee ought to have used the marketing campaign to advertise subway etiquette or kindness — encouraging riders to be respectful, affected person, and alert, relatively than romanticizing the concept of spontaneous bonding.
Whereas the intention behind the marketing campaign could also be to remind folks of the human aspect of public transit, critics argue that it misses the mark. The marketing campaign has definitely began a dialog about what transit messaging ought to seem like in a metropolis grappling with public security issues.
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Revealed by HOLR Journal
Picture Credit score: @madisonschuli TikTok
