Transperth's "Little book of Rhyme"

Transperth are using humorous advertising to address negative behaviour on Perth trains, in

a campaign rolling out on June 11.

The “Nursery Rhyme” campaign, created by Cooch Creative, is built around nine tongue-in-

cheek nursery rhymes, which are illustrated in the style of a traditional storybook.

They address various elements of negative behaviour, which Transperth have deemed

particularly troublesome, such as defacing trains or sitting in the aisle.

“The issue has been the subject of previous campaigns so we had to create something that

would actually be interesting and intriguing enough to deliver the core messages in the

campaign without inducing boredom or confrontation,” said director of Cooch Creative, Ron

Samuel.

One of the humorous poems reads, “Little Miss Shaw sat on the floor, List’ning to Guns N’

Roses. A couple walked by, they tripped on her thigh. And ended up breaking their noses.”

The campaign will use print, outdoor, ambient and online.

Transperth's media agency is Mitchell and Partners.

Transperth’s main media spend in the twelve months to February was $230,000, down from

$430,000 in the previous corresponding period, according to Nielson.

PERTH: Transperth are using humorous advertising to address negative behaviour on Perth trains, in a campaign rolling out on June 11.

The “Nursery Rhyme” campaign, created by Cooch Creative, is built around nine tongue-in-cheek nursery rhymes, which are illustrated in the style of a traditional storybook.

They address various elements of negative behaviour, which Transperth have deemed particularly troublesome, such as defacing trains or sitting in the aisle.

“The issue has been the subject of previous campaigns so we had to create something that would actually be interesting and intriguing enough to deliver the core messages in the campaign without inducing boredom or confrontation,” said Cooch Creative director of Ron Samuel.

One of the humorous poems reads, “Little Miss Shaw sat on the floor, List’ning to Guns N’ Roses. A couple walked by, they tripped on her thigh. And ended up breaking their noses.”

The campaign will use print, outdoor, ambient and online.

Transperth's media agency is Mitchell and Partners.

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