KMB's civic education campaign travels well with the public
KOWLOON MOTOR Bus's (KMB) civic education campaign struck gold at the Effie Awards 2005.
The campaign aimed to accomplish two objectives: to boost the company's brand image and enhance its role as a socially responsible corporation.
KMB operates 3 million trips daily.
A key reason for the campaign was to encourage passengers to be considerate travellers, said Susanne Ho, KMB's head of corporate communications.
'Some passengers lack awareness of bus rules and regulations and inconvenience fellow travellers. For example, some people put their feet up on seats, sit on the staircase, or bring bulky boxes into buses, causing obstructions,' she said.
So KMB and its advertising agencies, Chan Tsang Wong Chu and Mindshare Hong Kong, devised a campaign to communicate the need for civil behaviour on buses to ensure safe and enjoyable journeys for everyone while minimising the possibility of conflict between passengers and bus drivers.