Building trust through clear, shared community understanding.
Many people hold fixed assumptions about public transport, particularly around convenience, reliability and travel time.
Changing travel behaviour requires more than simply providing information. Communication needed to challenge these beliefs in a way that felt engaging rather than instructive.
The campaign used humour and insight to challenge familiar travel myths.
Instead of traditional transport messaging, the communication used playful storytelling to prompt people to reconsider how they travel.
By presenting familiar assumptions in unexpected ways, the campaign encouraged people to question existing habits and consider alternative travel options.
The campaign generated strong engagement and helped reposition bus travel as a practical and viable option for many Aucklanders.
By reframing the conversation around everyday travel choices, the campaign opened the door for more people to consider public transport as part of their routine.
