TFL Fare Evasion Poster Design
Making a message hard to avoid
Fare's fair
Being caught on the bus without paying your fare is embarrassing. Being prosecuted without an excuse is humiliating. Transport for London's previous campaigns showed that shaming fare dodgers got results, so for a new campaign they asked us to heighten the embarrassment factor.
Pay the price
We spelt out the consequences of not paying your fare, creating bus stop posters and in-bus adverts on routes with high levels of recorded fare evasion. The campaign message was reinforced by increased activity by fare inspectors. The message was hard to avoid, the fare was harder to evade.