HSL Helsinki Region Transport: HSL. TAKE A SPRING BREAK FROM DRIVING.

25.000 New travel card users after 2 week campaign.

How do we get drivers to swap their cars for public transport? HSL, Helsinki Regional Transport, wanted to target drivers for the first time this spring, because traffic congestion is a real problem as Helsinki grows. We interviewed drivers about what annoyed them about public transport – they mainly had driving related complaints. They also admitted to being too lazy to find out where to get a bus pass. The "Take a spring break from driving" campaign highlighted the little annoyances of taking your own car in print, online, outdoor and on the radio. During the campaign, everyone who signed up for the first time got the HSL travel card delivered home and two weeks travel-time for free.

HSL is responsible for the public transport – buses, the metro, trams, local trains and the Suomenlinna ferry – in Helsinki and its six surrounding municipalities