Transport for NSW had a problem with antisocial behaviour. To help tackle it, we created the Creatures of Transport, featuring a cast of passengers nobody wants to be recognised as.

Research showed that people can double down when authority calls them out. So we used humour to hold up a mirror, encouraging passengers to consider how their behaviour looks to the people around them.

The campaign has since been referenced across multiple news.com.au stories, with the characters used to describe real examples of poor passenger behaviour.

As news.com.au put it: “If you use public transport, you would know these ‘creatures’ all too well.”