Transperth Aims to Foster Empathy With New Portrait Campaign Posted on


Transperth, the public transport services company for Perth, has unveiled a new outdoor portraits series which aims to showcase the diversity of Perth’s public transport passengers in an effort to change the way people look at those around them.

The ‘Show Your Good Side’ campaign, created by 303 MullenLowe, hopes to encourage empathy and respect amongst all commuters by sharing various commuters stories.

303 MullenLowe creative director Richard Berney said: “The portraiture series is an exploration of the people of Perth and their individual journeys – presented by a brand that is of, and for the people – Transperth.

“The portraits and their accompanied interviews aim to disrupt people’s prejudices of their fellow passengers. When we learn about each other, and even recognise something in ourselves, we are more likely to be considerate.”

Photographed by internationally-awarded photographer Steven Laxton, the images will roll out throughout the public transport network after being launched with large format outdoor in the Perth Underground Station.

Transperth’s information and svent services manager Charlotte Hayes said: “Encouraging our passengers to adopt positive behaviours is one of our key priorities. Our customers’ experience is heavily influenced by the behaviour of the people around them. By encouraging our passengers to get to know each other, to take a little interest and acceptance of each other, we hope will translate for a more enjoyable journey for all.”

This article was first published on mumbrella.com.au