The Los Angeles County Metropolitan Transportation Authority (Metro) launched a new round of “Super Kind” Metro Manners videos, an online and print etiquette campaign to continue raising awareness about proper transit etiquette onboard Metro buses and trains.
First launched in October 2017, the wildly popular campaign features unique Japanese anime characters. The new campaign videos take a light-hearted and humorous approach to educating riders about three new etiquette and Customer Code of Conduct issues on the Metro transit system: playing loud music, vending, and allowing customers to exit the train before boarding.
Metro’s campaign features Super Kind, a pop star super hero who battles a monster named Rude Dude who blatantly violates etiquette rules on Metro’s transit system. Super Kind saves the day by calling on her super powers to teach Rude Dude lessons in transit courtesy. One of the videos also contains a special appearance from well-known actor Danny Trejo.
Metro originally teamed with creative production studio Lord Danger and director Mike Diva to develop the campaign last year. The campaign’s colorful approach was developed by Diva, whose interpretations of pop culture and digital connectedness has resulted in tens of millions of views on social media. Metro Manners was the first integrated campaign for Diva and Lord Danger. The producers cast Anna Akana, who has more than 1.8 million subscribers on YouTube for her weekly series, as Super Kind, Metro’s official protector of the agency’s Customer Code of Conduct. Rude Dude was designed in conjunction with noted collaborator FONCO.
The first round of Metro Manners videos raised awareness about prohibited behaviors such as seat-hogging, blocking aisles, and eating and drinking while riding. It was a viral sensation on social media, drawing tens of thousands of likes and shares for the campaign. Metro also received an American Public Transportation Association Marketing award for its campaign.