Public transport brings people together, but also puts us in each other’s way.

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We all get annoyed by other passengers, while often being unaware that we might be the ones causing disruption ourselves.

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For SL, we created a campaign built on a simple insight: our individual needs and personal bubbles constantly collide when we travel together. Through relatable humor and everyday situations, the campaign encouraged passengers to reflect on their own behavior rather than pointing fingers at others.

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From loud videos and oversized backpacks to occupying priority seats, the communication highlighted some of the most common frustrations identified by travelers. All under the campaign message: “Your journey is also someone else’s.”

The result was a campaign that resonated far beyond Stockholm, sparking conversations about consideration, respect, and how small actions can make public transport a better experience for all.

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