Case History Database

Fare evasion has plagued Public Transport Victoria for years. In 2013, one in ten passengers were riding without paying, costing taxpayers more than $60 million/year. The problem was simple: fare evaders assumed they could, and should, ride public transport for free. By simultaneously addressing the ‘perceived risk’ and the ‘social permissiveness driving fare evasion crime, we were able to re-frame the criminal context to our advantage. This paper explains the methodic and inspired steps we took to create a campaign that broke through years of stagnant results, and introduced a new era of fare compliance across Victorian Public Transport.

	Author / Strategic Planner		Craig McLeod
	Group Account Director		Matilda Hobba
	Account Director		Lachy Lamour
	Copy Writer		Aaron Pepper
	Art Director		Shane Dawson
	Planning Director		Michael Hyde
	General Manager, Marketing		Philip Askew		Public Transport Victoria
	System Marketing Campaigns Manager		Emma Nicholls		Public Transport Victoria