#PLEASESIT

A hashtag social media campaign that raises the awareness of priority seat bias in Taiwan

Today, priority seats on the Taipei Metro are primarily provided for elderly people, the disabled, pregnant women, and children. Even though these seats are often left empty — even when the carriage is packed— most passengers shy away from sitting on the dark blue seats. They are afraid that people will look down on them, as there is a thinking bias in Taiwan that a healthy “looking” person should not occupy the seat. Sometimes, people have invisible reasons and it would benefit them to be able to sit in the priority seats without being judged or shamed. Be kind, don’t judge and #PLEASESIT.

臺北捷運上的博愛座主要是要優先禮讓給老弱婦孺。即使車廂人滿為患,博愛座的座位通常是空著的。大部分的乘客不敢坐在這些深藍色的座位,而且也怕其他人會輕視他們,並且會認為他們看起來是外表身心健全的人,是不應該坐在這些博愛座座位上的。每個人會因為不同原因而坐在博愛座上。請保持善意,也別隨意批評並且#請坐。

ART DIRECTOR
Kelly Holohan
YEAR
2019
ROLE
Campaign Design 活動設計
Augmented Reality 虛擬實境
Brand Identity 品牌設計
PROBLEMS

To start this project, an online survey through social media was distributed to learn about people’s experiences of priority seat bias on the Taipei metro.

In order to know more about the people who sit at the priority seat, the survey included gender, age ranges, and occupations. It also asked for participants to share their experiences of giving up their seats because of invisible needs or similar situations where they may have witnessed other people experience negative reactions because of the existing bias.
難題

在開始設計此項目時,我先做了網路問卷,以便了解更多有關大家對台北捷運上的博愛座歧視現象的經驗。

為了了解更多有關大家對博愛座的體驗,問卷中包含了性別、年齡和職業問題,也詢問受訪者分享他們自身因為隱性需求而被迫讓位,或是有目擊別人遭相似狀況而遭人閒話的經驗。
SOLUTIONS

After receiving the responses from the survey, the user experience process was addressed.

Based on the responses, people reported that they make judgements based on appearance, age, and occupation. It was apparent that a primary goal would be to raise awareness about the invisible feelings and hidden needs that metro riders were experiencing. The next phase included development of a social media campaign that would create public awareness. The campaign includes seven mirror posters inside the trains and five life size mirror posters that address invisible needs in the metro stations.
解決方案

收到受訪者的回覆之後,開始著手在使用者經驗的研究。

基於問卷的回覆,受訪者提到別人會因為他們的樣貌、年齡和職業。這首要步驟明顯地是要提高大家對這些使用者的心理感受和隱性需求的意識。下一步包括創立社群媒體帳號,提升公眾意識。這個活動包括在車廂裡的七個鏡面海報和在車站裡五個顯示隱性需求提示、等身大小的鏡面海報。
 SOCIAL MEDIA ENGAGEMENT

Based on stats, Facebook and Instagram are the two most popular social media platforms in Taiwan.

To move beyond the limitations of physical posters as well as the cost of large printing formats, social media accounts were developed on Facebook and Instagram to promote the hashtag campaign. According to stats from napoleoncat.com, Facebook users has 80.3% of entire Taiwanese population and Instagram has 30.6% of entire Taiwanese population. To increase the  engagement of the campaign, seven different face filters were designed on both platforms to let users share their posts and stories by using Spark AR Studio. To date, these face filters have nearly than 39,000 impressions and 3,000 captures in total.
(Impressions: The number of times your effects have been displayed in stories and posts on Instagram and Facebook.
Captures: The number of times someone took a photo or video that featured your effects in the Instagram or Facebook cameras.)
社群媒體觸及率

根據數據顯示Facebook和Instagram是台灣兩個主要社群平台。

為跨出傳統印刷大型海報的限制,在Facebook和Instagram創立社群平台帳號以便推廣這標籤活動。根據napoleoncat.com的數據顯示,Facebook使用者佔全台80.3%的人口總數,而Instagram使用者佔全台30.6%的人口總數。為了在這兩個平台上提高活動的觸及率,在Spark AR Studio設計出七個不同的濾鏡。時至今日,這些濾鏡總共有超過39,000的impressions和3,000的captures。
(Impressions:濾鏡出現在Instagram和Facebook的限時動態和貼文裡的總次數。
Captures:Instagram和Facebook的使用者用濾鏡拍攝或者是錄影的總次數。)