Rude commuters are like bulls, hyenas and turtles in these animated PSAs

A new campaign from the U.K.'s Department for Transport encourages commuters to be more considerate when traveling on public transport—but rather than lecturing, it does it via a series of charming animations depicting people as different animals. According to the Department for Transport, in the U.K., disabled people travel up to a third less, with one in four saying negative attitudes from other passengers prevent them from using public transport. The ads, by VMLY&R U.K., turn commuters into creatures such as a charging bull barging his way through the train platform, spitting lllamas jostling at the ticket barriers, turtles hiding in their shells and turning a blind eye to people needing seat and cackling hyenas eating junk food. The delightful animations are by directors Smith & Foulkes at Nexus Studios, set to original music track by Siren Factory. Lyrics include lines such as "a little consideration goes a really long way." Print executions also using the animal characters explain further, noting that disabled people traveling might be injured by pushing on platforms, or that loud, obnoxious behavior might affect those with mental health conditions. Another ad featuring tortoises encourages people to help out rather than ignoring other passengers when there's a delay, as it might distress someone with autism. The campaign's tagling is "It's everyone's journey." "We wanted to highlight that we often don’t realize the impact our behavior has on other travellers and that a little effort can go a long way to making everyone’s journey better,” said Mark Roalfe, Chairman, VMLY&R UK, in a statement.

Rude commuters are like bulls, hyenas and turtles in these animated PSAs

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