The Toronto Transit Commission (TTC) is fed up and they’re not taking it anymore.

In a bold move to crack down on fare evasion the TTC just launched a series of poster ads that will appear in its vehicles and stations, as well as videos that will be displayed on video screens in stations and on platforms.

[iframe_youtube video = “iP1lpFIbQP8”]

The three 15-second videos appear to use real footage of real riders (with their faces blurred out). The most popular video shows a man boosting himself up over a chest-high barrier all to avoid paying a $3.25 adult cash fare (or $3.10 if he were to pay using tickets, tokens or Presto). Then in an homage to the popular catchphrase “Smile! You’re on Candid Camera” from the classic TV show the text reads: “Smile! You’re on Fare Evader Camera”.

[iframe_youtube video = “lU7y3gVEgLU”]

Anyone who has ever ridden the TTC knows there is a serious problem with Torontonians not paying their fare. That’s too bad, but I doubt the threat of being publicly shamed by the TTC or a $425 fine will fix this issue.

[iframe_youtube video = “41HXE3392Xg”]

The third video thanks a Presto-tapping rider for paying her share. Only time will tell if this ad blitz will have any effect on fare evasion. It might be a tough sell. Those who hop fences or tailgate to get out of paying less than they would for their morning latte DGAF – I don’t think there’s an ad campaign in the world that can fix that.

Credits

Advertiser: TTC