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.
Campaign Design 活動設計
Augmented Reality 虛擬實境
Brand Identity 品牌設計
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.
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.
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.)
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。