SEPTA rolled out a refreshed etiquette campaign during National Etiquette Week, May 11–15, to connect with Philly riders about proper etiquette on SEPTA vehicles using authenticity and humor.
According to a SEPTA media announcement, the campaign leans into local Philly cultural references like cheesesteaks to resonate with the community, demonstrating that authenticity with attitude can spark positive feedback.
“The core insight was in the unique ‘tough love’ dynamic of Philadelphia culture: Philadelphians don’t respond to authority, but they do respond to authenticity,” officials with the transit agency said. “Traditional transit etiquette campaigns miss the mark by sounding like a detached bureaucracy. We recognized that the most effective way to change behavior among locals was to lean into the city’s specific brand of humor and directness.”
Data-driven complaints inspired provocative, relatable headlines that grabbed the attention of younger, trend-conscious riders. The goal was to have the messaging feel like a cultural nudge rather than a lecture.
Examples of the messaging campaign include the following:
- “Unless you have more than one butt, you don’t get more than one seat.”
- “When you get on, that backpack jawn comes off.”
- “Your smoke is everyone’s smoke. Don’t smoke.”
Designs for the campaign use a bold SEPTA-inspired palette and sharp humor to present SEPTA as a modern, approachable part of the Philadelphia experience.
The campaign extends to SEPTA’s subways, street-level media, and social platforms, making etiquette feel like a city-wide social contract rather than mere rules for using public transit.
SEPTA noted that its bold campaign caught the attention of The Philadelphia Inquirer (see below):