Printworks

Unleashing the Metrolink Monsters to
highlight annoying behaviours on the tram

The challenge for this campaign was to raise awareness of negative behaviours – without directly accusing customers! We created the Metrolink Monster characters to personify both the good and bad behaviours including Vaping Vera, Foghorn Fred and Kind Kamal, rolling out the creative across social media and on posters across the tram network to spread the message. We created a microsite to host an interactive quiz and an animated game to encourage engagement and raise awareness online, while our branded merchandise; Sneezy Sally tissues, Sweet Pete Sweets and top-trumps-style playing cards given out at platforms were cheeky but educational.