The Land Transport Authority (LTA) is a statutory board under the Ministry of Transport in Singapore. In my time at ACCSS Digital, we worked closely with them, winning several of the campaign pitches they put out.
my role
Creative Lead, Conceptualisation, Execution
Upon receiving the brief, it was immediately into the research and ideation process, regardless of campaign. I usually picture concepts and designs in my head before rough sketching and digitalising them.
Helping hands campaign
The "Helping Hand" scheme is an initiative by the Caring SG Commuters Committee to foster a more caring, welcoming, and inclusive public transport system.
Under this initiative, the Land Transport Authority (LTA) piloted the "May I have a seat please (MIHASP)" sticker in October 2019 to help commuters be aware of those who need a seat more for their public transport journeys, especially those with hidden or invisible medical conditions. This identifier was subsequently expanded to the entire bus and train network across all operators and a MIHASP lanyard and card was also introduced in April 2021.
My job was to come up with the creative that will then re-introduce this campaign to the public, with an eye catching design that will be set up around the stations, and inside the buses and trains itself.
Undesirable behaviours
The purpose of this campaign was to point out certain undesirable behaviours spotted on public transportation, aiming to raise awareness and correctional changes. For this concept, we went with a comic-strip key visual, highlighting said undesired behaviours and introducing considerate alternatives instead, with the main key phrase implying "Don't be that person.".
