Yarra Trams, Melbourne’s tram network, has been in operation for over a century. It is an iconic part of the city and a familiar part of daily life. Unfortunately this familiarity means that many passengers are blasé about onboard safety and don’t realise that a tram’s emergency stop to avoid an accident is sudden, unexpected, and often quite forceful. Injuries from falls on trams are serious and can cause severe injuries. The ‘When you GET ON, HOLD ON’ campaign has been created to raise awareness of this. By highlighting situations where you would definitely hold on to a handle if one were available, the campaign delivers the safety message in a ‘non-authoritarian’ way.
The Get On Hold On campaign was developed at Helsinki Agency, Melbourne, by creative director John Hillier, senior art director Mikey Tucker, senior copywriter Julian Penwright, and account director Susie Cotterill, with photographer Garry Moore.