Outdoor ad: HSL Helsinki Region Transport: The Face your fear of Public transport campaign

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There's no reason to be scared.The Helsinki Regional Transport Authority (HSL) wanted to target older people, unfamiliar with public transport and the travel card. Interviews and research conducted by 358 Helsinki revealed that while many of them had a positive attitude towards the service, many were hesitant to try it. The perceived difficultyof using the card and the reader was acting as a barrier to entry thus keeping people away from trial. 358 created a campaign highlighting the simplicity, and challenged people to conquer their offers. It was paired with an attractive offer: a free 2-week travel card, delivered to the home door.