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General Overview

EICS Framework


Region of Reference

  • AfricaAfrica
  • AsiaAsia
  • AustraliaAustralia
  • EuropeEurope
  • North-AmericaNorth-America
  • South-AmericaSouth-America
  • WorldWorld


Digital campaigns include the use of digital means to communicate the campaign to passengers in the transport system. This can be done via e-mail, social media, television or any other digital technology platform. These campaigns can be combined with printed media campaigns and educational events. Some IT skills, as well as marketing and graphic design skills can be drawn upon when developing such a campaign.

As literature specific to this intervention is scarce, a good case study example is used to illustrate the intervention. Over the past ten years, Quito, Ecuador, has implemented several campaigns. In 2011-2012 - Quiero Andar Tranquila - calles sin acoso (I want to move safely - streets free from harassment) was the first to target public transport, specifically the Bus Rapid Transit system known as Trolebus. In 2011, the city implemented the first campaign for users of the BRT Trolleybus, called “I want to walk quietly, streets without harassment”. This campaign was directed at men and had a widespread impact because it was the first of its kind to address this issue with men as the main audience.

The strategy was to use clear messages to show what is considered to be sexual harassment and that men should avoid doing this. The subsequent campaign was a joint initiative of the Commission for Social Equity and Gender, the Secretariat for Social Inclusion, and the Secretariat for Security and Governance, which has been implemented in the city of Quito to combat high rates of sexual violence in public spaces (such as streets and public transport systems). It addressed a serious form of gender discrimination that limits the exercise of rights and affects women's development opportunities [1,2.]

Types of Impact

Area Impacted

  • To/from the stop/station/rank
  • Waiting for train/bus/paratransit
  • In the vehicle
  • At interchanges
Digital campaigns can be applied in waiting areas, in vehicles, and at interchanges.

Time of Day of Impact

  • Day-time travel
  • Night-time travel
  • Peak-time travel
  • Off peak-time travel
All travel time categories could be positively impacted by this intervention.

Mode Impacted

  • Bus
  • Train
  • Rideshare
  • 4 wheelers informal
  • 3 wheelers informal
  • 2 wheelers informal
  • Cycling
  • Walking
Digital campaigns can influence sexual harassment-related behaviour in all modes of transport.

Demographic impacted

  • Girls
  • Boys
  • Adult Women
  • Men
  • Elderly Women
All public transport users could be positively impacted by this intervention, as any user can change their behaviour or reporting attitude.

SWOT Analysis

  • A clear and effective way to publicise the message

  • Little political will is required to implement

  • Low costs to run a campaign

  • Requires skilled personnel to develop digital platform and content

  • Reaches a large audience if shared (i.e. snowball effect)

  • Not available to people without the internet / social media

  • Images could be digitally modified and the message lost


Currently, there is no information on the effectiveness of digital campaigns. Some anecdotal information was found, of which some was positive and other negative.

  • Perception by (female) passengers
  • Perception by governing bodies
  • Level of confidence in these ratings


Implementation timeframe

  • 0-1 year
  • 1-3 years
  • >3 years

Timeframe to realise benefits

  • 0-1 year
  • 1-3 years
  • >3 years

Scale of Implementation

This intervention can be implemented in all types of areas.

Station or

Ease of Implementation

This intervention can be implemented quite easily and quickly.

List of References