Long Beach Transit's Book of Bus Behaviors

Target Audience: The Target Audience for the Code of Conduct is all LBT Customers. Presenting the Code of Conduct information in a compelling way is key to having customers understand its importance.

Strategy Objective:LBT's strategy for the new Code of Conduct was to develop a user-friendly publication to engage LBT customers and get them to think about their behavior on the bus. Rather than publish rules and regulations in a dry, bureaucratic manner, LBT set a goal to create a compelling brochure that started conversations regarding appropriate behavior on the bus and promoted LBT as a friendly agency.

Situation Challenge: The challenge facing LBT was that while the old Code of Conduct had important information, it was only being used as an enforcement tool. We wanted to educate customers about good and bad behaviors on the bus. Customers were ignoring the information making it more difficult to proactively promote good bus behaviors.

Results Impact: The impact of the Book of Bus Behaviors has been a decline in behavioral-related incidents, especially among students. The book was accompanied by a social media campaign using animated GIFs.

Why Submit: The Book of Bus Behaviors is a unique way to approach an important topic that rarely gets attention from customers unless they are doing something wrong. The book should win an award because we've created a unique, compelling and useful tool for Long Beach Transit Customers that will improve their experience on board our buses.