New campaign means bad luck for fare evaders
Fare evaders think that no one notices when they ride public transport without a valid ticket.
But Metlink’s latest advertising campaign, running from Sunday 24 February, reminds us that the universe is always watching and is ready to exact retribution if you cheat the public transport system.
The quirky and humorous advertisements appear in newspapers, on radio, online, and around the public transport network. They show how bad luck can strike fare evaders in return for their actions.
They are reminders for fare evaders to buy the correct Metcard and validate it when they travel on Melbourne’s trains, trams and buses.
The campaign, however, is not just about people who do the wrong thing. ‘Good karma’ is coming to those who pay their way over the coming weeks with train, tram and bus Authorised Officers distributing free coffee vouchers to compliant passengers as a reward.
About fare evasion:
- Ninety per cent of passengers do the right thing and buy a ticket, but for the 10 per cent who don’t, fare evasion karma will have its day.
- Previous Metlink campaigns have been very effective in reducing fare evasion.
- Between 2005 and 2007, fare evasion across trains, trams and buses dropped from 12.5 per cent to its current level of 10.3 per cent.
- It is estimated that fare evasion costs the system $48 million a year in lost revenue, which is revenue that can be put towards improvements to public transport.
Visit karmacentral.com.au to see and hear the advertisements and for advice on how to avoid fare evasion karma.
Or visit our online store to buy the right Metcard for your journey.
