303 Lowe’s new behaviour campaign, Show Your Good Side, for Transperth (Perth’s public transport provider) is built on a fundamental truth, but that doesn’t downplay the cleverness of its big idea. When you listen to a person’s story, you stop seeing his clothes, skin colour, ethnicity, age, gender, fashion sense…in other word, the things that trigger prejudice. And you start seeing a human being with dreams and struggles, and perhaps something you also share…in other words, the things that trigger respect and consideration.

Which is exactly what 303Lowe was asked to do by Transperth.

303Lowe has created a series of outdoor posters, each of which contains a photographic portrait of a person and a little piece of his or her story in his/her own words. It’s not fancy. It’s not didactic. It’s so strong.

Richard Berney, creative director, 303Lowe commented, “The portraiture series is an exploration of the people of Perth and their individual journeys – presented by a brand that is of, and for the people – Transperth. The portraits and their accompanied interviews aim to disrupt people’s prejudices of their fellow passengers. When we learn about each other, and even recognise something in ourselves, we are more likely to be considerate.”

The portraits were shot by Australian photographer, Steven Laxton, who won the Arnold Newman Prize for new direction in portrait photography in 2012. Each is a glimpse of an everyday person from Perth, shown in a new, noble and honest light. And the stories written beneath remind passengers to take a moment to appreciate that there is an interesting story attached to every human being.

Transperth’s information and event services manager, Charlotte Hayes, noted, “Encouraging our passengers to adopt positive behaviours is one of our key priorities. Our customers’ experience is heavily influenced by the behaviour of the people around them. By encouraging our passengers to get to know each other, to take a little interest and acceptance of each other, we hope will translate for a more enjoyable journey for all.”

The series was launched with large format outdoor in the Perth Underground Station. It will extend to cover the public transport network.

Credits:

Agency: 303Lowe Perth


Executive creative director: Lindsay Medalia

Creative director: Richard Berney

Designer: Melissa Radman

Business Director: Emily Woods

Photographer: Steven Laxton