The STM launches a new campaign to remind its clients that everything is in place to allow them to "board with confidence".
As Montrealers gradually return to public transit networks over the next few weeks, they will have to adjust to the new reality. Every step of their commutes will change, from planning to the trip itself to arriving at their destinations. The changes aim to contribute to safe travels on the metro, bus or paratransit services despite the pandemic. In this context, the STM wants to remind its clients that they can “Board with confidence”, with a new communication campaign gradually rolling out this week.
Campaigning on multiple fronts
Mainly targeting inactive customers—those who have not used STM services for several months due to lockdown measures—the campaign will consist of signage, animated videos, social media content and radio and TV ads. It will also include a massive direct-mailing campaign informing customers of the special measures that the STM has put in place for the pandemic, which will reach nearly 500,000 homes.
Through simple, positive messaging, the STM will raise awareness about the key measures they have implemented to help protect public transit users, including:
- Disinfecting frequently touched surfaces in facilities and vehicles on an almost daily basis
- Providing 400 points of sale where customers can purchase their transit fares in advance and avoid waiting in line at the station
- Installing 300 touchless hand sanitizer dispensers in station entrances and entrance buildings to allow customers to clean their hands when entering and exiting the métro
- Re-deploying transit support teams on high traffic métro station platforms to facilitate customer flow and prevent crowding
- Adapting buses and stations to the new reality
The STM also reminds customers that front-door boarding and fare validation has been reinstated on all buses since August 6, and that protective screens have been installed to protect drivers. Additionally, new signage is being posted in the métro to encourage transit users to respect physical distancing guidelines and maintain customer flow. Montmorency was the first station to receive this measure, followed with Longueuil–Université-de-Sherbrooke, Honoré-Beaugrand and Côte-Vertu. Six additional stations deemed prioritary will be covered this fall: Angrignon, Berri-UQAM, Henri-Bourassa, Jean-Talon, McGill and Saint-Michel.
Encouraging the use of face coverings
The STM’s action plan also involves mailing out several hundred thousand face coverings: 200,000 to potential transit users, 66,000 to users subscribed to the OPUS à l’année and Communauto programs and several thousand to students renewing their reduced-fare OPUS cards online. This new effort is part of the STM’s awareness and education plan to encourage the use of face coverings. Their most recent data indicate that 97% of customers in the métro network and 99% on buses are already following this measure.