SL and Familjen Sthlm Encourage People to Ditch their Cars for Public Transport

Feb. 22, 2023

In its latest campaign, SL wants to challenge the idea that the car would be the easiest way to travel in everyday life. So, together with the agency Familjen Sthlm, they have developed a campaign to make motorists think twice.
 

The campaign aims to ask whether the car is the most convenient means of transport in all situations. With the straightforward message "Ride with us instead," the campaign becomes a clear shift towards everyday motoring.
 

Johan Nordgren, head of marketing communications at SL said:

"With the campaign, we want to show situations with a high recognition factor, and we want to show that there are alternatives. With increased inflation and high fuel prices, SL and public transport offer a cheaper and more convenient way to travel in many locations. Therefore, the campaign must implicitly communicate the advantage of avoiding traffic queues, looking for parking, and paying expensive parking fines."

 

 

The campaign will run heavily outdoors around Stockholm and its surrounding municipalities. It will also appear in the daily press, social media, and YouTube.

Hedda Hyland and Ulf Paulsrud-Sirbäck concluded:

"We like the idea of meeting the recipient in the same context they find themselves in when they see the advertisement. Therefore, we chose to specify the location of all devices to get the maximum effect at the receiver. It is also a touchy thought for us to be able to induce anxiety and a feeling of "Why-the-hell-I-didn't-travel-with-SL-instead" when motorists are sitting there alone in their cars."