First Capital Connect launches new campaign to encourage courtesy and safety on public transport

First Capital Connect, the train company, has launched a campaign to encourage customers to act safely and politely while using their services.The campaign, created by Clinic and heralded as a ‘Modern guide to etiquette’, consists of tongue-in-cheek posters and a booklet which will use humorous examples of anti-social or unsafe behaviour to highlight what the company sees as respectful train decorum. Julie Allan, customer services manager at First Capital Connect, said: “The whole team are delighted with the work from Clinic on this campaign. From the outset they showed real insight into what would work, presenting a sound engagement strategy and a range of campaign ideas that could all have proved highly effective. The whole project – from this intelligent, strategic approach to the quality of the ideas and their skill in delivering the finished article – has been a genuine pleasure.” A collection of all the posters is also available in a booklet purportedly authored by an 'Edwin Tickett', and will be distributed at the campaign launch, at which actors will also perform a series of relevant ‘real-life scenes’ on a stage at King’s Cross station.Initial reaction to the campaign has not been universally positive, with some customers taking to social networks to accuse First Capital Connect of patronising its patrons:

First Capital Connect have issued a leaflet on commuter etiquette "don't assume they share your taste for kebabs & dubstep" - snobbish much?

— Sara Flossy (@MagneticFlea) October 6, 2013

Good grief. @firstcc really are on a PR drive http://t.co/iHGTBdBMYN Run trains on time, get more drivers. Worry about kebab smells later!

— Ian Cook (@idc74) October 4, 2013

Far from issuing a patronising etiquette guide for its customers, First Capital Connect should use the money to clean its filthy trains #FCC

— Rural Sloane (@RuralSloane) October 4, 2013

This campaign is the latest in First Capital Connect's efforts to improve customer service after the BBC reported last week that the company is to spend £350,000 on deep cleaning a train following revelations in the National Passenger Survey of customer dissatisfaction.