Commuter Etiquette: The Unkindness of Strangers

Melbourne's Connex Trains is taking on poor commuter etiquette. Inconsiderate passenger behaviour is a concern of many commuters and a problem they have wanted rectified for some time. Enter Dr Martin Merton, America’s No. 1 expert on train etiquette, a completely fictional self-help author created by Leo Burnett Melbourne. The agency began by developing an American website that announced the author was heading down under to write his next title, There’s No ‘I’ in Carriage: a self-help guide to becoming more considerate commuter.

Leo Burnett decided to use a humorous and light-hearted approach for a couple of reasons. “A parody of the self-help industry seemed the ideal way to tackle the touchy subject of commuter behaviour as it allowed us to suggest change without actually telling the general public how to behave," said Jason Williams, Creative Director.

Through a number of press ads featuring Dr Merton the Melbourne public were asked to email their own encounters with poor commuter etiquette. These submissions would then be used as a basis for the etiquette book. Hundreds of contributions were received, read and from them the book was written, printed and waiting to be launched.

In the lead up to the book launch a number of online etiquette sessions were sent out virally and several press ads announced the coming of the book. Once all 100,000 copies of the book have been distributed it will then be available to download from the website. The campaign will be extended in outdoor and print through quick etiquette tips that reinforce how easy it is for commuters to change their behaviour.