Posters in the Metro: fighting coronavirus Blacklight
This work
in other
nominations
Special Projects
Use of Media
Creative copywriting
Promotional printed Media and Item Design
Task
During the period of self-isolation, Moscow was using a system of passes for public transportation. Citizens of Moscow were just beginning to adopt the rules of the prevention of disease, so it was important for the Moscow Metro to educate people, particularly regarding the myth that public rides could be unsafe. Create a series of posters on the following topics: 1. Rules that one should follow while using public transport. 2. Measures taken by the Mosmetro to protect people from the virus.
Ideas and solutions
We needed to make the tired message about personal hygiene, masks and social distancing catchy and memorable — so that subway passengers would pay attention and put the advice to action. We were aware that our content was meant to influence the formation of new habits during the pandemic — it was serious business, but we had to take a chance. We wrote slogans that would ask people to follow preventive measures and maintain social distancing. E.g., we asked passengers to «quarantine their cash» (to use cashless transactions), «not to leave home hotheaded» (stay home if you’re running a fever) and not to «throw down gloves» as it could lead to grave consequences — this poster featured Pushkin and Dantes as a reference to their duel. We also decided to mention online jokes that said that you could wear any mask you’d like and it would still count. We were also telling Metro users about the action taken by the Moscow transit system to protect against the coronavirus. For instance, it involved total disinfection of the public area, service facilities and tunnels. To make the point clear, we created a superhero-styled poster «Working through the surfaces». We put our money on humour and audacity — and succeeded! — We developed and launched the project in 2 weeks — 5 000 000 passengers per day see the posters placed on trains of all Metro lines — 20+ posts featured in Telegram channels and on public pages — 400 000 roubles were saved, since Kseniya Sobchak posted a story with the Pushkin & Dantes poster all by herself Viral effect and a lot of feedback. We saw many Metro passengers taking pictures of the posters and discussing it with their friends.
