FOR IMMEDIATE RELEASE

Date: January 24, 2018

Location: Toronto

GO Transit Crowdsources its Riders’ Etiquette Concerns for

New Book on Passenger Protocol
Campaign evolves to help maintain a comfortable and stress-free commute

Today, GO Transit unveiled a cheeky new book to address the top etiquette issues annoying its
riders. Inspired by personal stories from concerned GO riders, the book, “Unwritten Rules of Public
Transit Etiquette Written Down,” is part of an ongoing initiative to help the public transit service
deliver a comfortable ride for all its commuters. The evolved campaign follows the success of the
2016 etiquette campaign, which further to a GO Transit rider survey, resulted in a 36 per cent drop
in bad behavior.

“Bad rider etiquette is something GO Transit doesn’t take lightly and is committed to continually
improve,” says Paula Edwards, vice president, customer service delivery, GO Transit. “To
demonstrate that we’re always listening and to better engage with our riders, the evolved campaign
provides riders with a platform to contribute to the conversation and be part of the solution.”

Knowing people tend to turn to social media to voice their concerns, last fall, GO Transit
encouraged riders to share their most irksome etiquette complaints on Facebook and Twitter and to
offer up their own suggestions and solutions. Riders who included @GOTransit and #etiquettefail in
their post were eligible to win a free Presto card. GO Transit also partnered with Greater Toronto
Area-based influencers, who also ride GO, to amplify the message and encourage rider
participation.

“There’s an unspoken code of conduct for those riding the GO, and riders feel upset when it’s
violated,” says Paul Wallace, executive creative director, DDB Canada Toronto. “This campaign
allows GO to acknowledge and address riders’ frustrations and take action on their behalf in a fun,
fresh and approachable way.”

The top courtesy concerns are addressed in a 100-page book of carefully curated etiquette lessons
and tutorials that is available to download for free. The lessons also appear in social posts and print
executions appearing in GO Transit trains, buses and stations, and available as shareable illustrated
content empowering riders to promote proper transit etiquette, and to continue their conversations
with GO Transit.

1700 – 33 Bloor Street East, Toronto ON M4W 3T4 T 416 925-9819 F 416 921-4180 www.ddbcanada.com
About GO Transit
A division of Metrolinx, GO Transit is the regional public transit service for the Greater Toronto and
Hamilton Area, with routes extending to communities across the Greater Golden Horseshoe. We
carry over 70 million passengers a year.

Since May 1967, GO Transit has evolved from a single GO Train line along Lake Ontario’s shoreline
into an extensive network of train lines and bus routes. Since service began, more than a billion
riders have taken the GO Train or Bus – to work or school, to go home, or for leisure activities. GO
provides its passengers with safe, fast, reliable, comfortable service to downtown Toronto and other
urban centres.

About DDB Canada


DDB Canada is the most creatively acclaimed, internationally recognized marketing communications
agency in Canada. Known for advertising that generates significant results for clients, DDB Canada
is a "total communications company" whose fundamental belief is that creativity is the most
powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and
Montreal. The agency's integrated marketing disciplines include: brand design, decision science
and analytics, content marketing, mobile, social, technology, user experience, public relations,
shopper marketing, CRM, strategy, transcreation, digital marketing and creative advertising.

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For more information or interviews, please contact:

Paige Calvert
604.608.4421
paige.calvert@ddbcanada.com