If BART Can Speak
Campaign, Illustration

This project is part of an etiquette poster campaign created by TBD* at CCA for Bay Area Rapid Transit, as known as “BART.” With a list of customers complaints, BART asked us to create a fun, cheeky, buzz-creating campaign that encourages behavior change or cooperation. This poster series addresses elevator cleanliness, littering, and behavior on trains.


Start with a Different Mindset

As BART riders ourselves, we are motivated by the aspiration to create a more inclusive, friendly riding experience in BART. After interviewing the passengers and brainstorming together with BART employees, we realized we need to take a more creative approach to shape a courteous riding environment.

There are too many etiquette signs and posters tell us NOT to do something, making us feel bad even before we make any mistakes. Sometimes, Riding BART can be a lonely and dreadful journey. Pointing fingers is straightforward, but it’s not the most thoughtful way to convey a message.


Give Things Voices

What if everything around us has a soul, a voice and feelings? What if it’s not about who behaves poorly, but more about things are hurt so that we should give them more love?

By infusing personalities into everyday objects and fixtures in trains and stations, this poster series encourages passengers to take care of BART as well as care for each other.


Media Coverage

Multiple San Francisco Bay Area local media have covered this collaboration. BART Blog, KRON4, CBS SF BayArea, KTVU.