Respect Your Driver

Department of Infrastructure, Planning and Logistics

In order to combat poor passenger behaviour towards bus drivers in the Northern Territory, Campaign Edge Sprout worked closely with the Department of Infrastructure, Planning and Logistics to develop the Respect Your Driver Campaign.

The main aim of this campaign is to reduce the antisocial behaviour that occurs on buses and reduce assaults on bus drivers. The campaign raises awareness that bus drivers are people just doing their job, and they should be able to feel safe at work. They deserve respect from their passengers.

Campaign Edge Sprout were responsible for developing the tagline and key messages, logo, overall campaign look and feel, and the rollout of collateral and supporting merchandise. This included an animated social media video, radio ad, bus stop signage, internal and external bus signage, pavement stickers, and various merchandise. The bright ‘warning’ colour and clean messaging stands out against the clutter of existing signage in places it is applied.

Future scope was created for this campaign by creating a set of logo icons that can be swapped out to target passenger behaviour in other areas, such as Taxi’s, Minibuses and Private Hire / Ride shares.