Metrolinx is expanding on its “Safety Is For All” platform with a new spot that envisions the right to self-expression, in its many varied forms, as the next step in transit security.

The regional campaign presents a commuting scenario in which mental health is a natural extension of a ridership already at ease with its physical safety. The spot, developed by Leo Canada with a French adaptation by Martel, shows how fashionistas, rival sports fans and comic-book diehards alike can coexist during a trip downtown on Go Transit or to Pearson Airport on the Up Express.

“As stewards of public transit, we believe in promoting a customer experience where safety goes beyond physical measures to also encompass emotional well-being,” Sharyn Byrne-Nearing, Metrolinx’s VP of brand, digital and product marketing, said in a news release. “This campaign is dedicated to ensuring that every rider feels not only secure when they take our trains or buses, but empowered to show up as their authentic selves while on their journeys with us.”

The broader “Safety Is For All” platform launched in May 2023 with station and vehicle signage, on-location announcements, online display and Spotify audio and set out to reinforce safety messaging to the Greater Toronto and Hamilton Area commuters that Metrolinx serves.

The latest campaign arrives after December’s “Screen Time” campaign that encouraged families to unplug from their devices and allow themselves to be swept away in the child-like wonder possible when riding the train as part of Go’s Kids Ride Free program.

Aircastle directed the spot, Soft Citizen handled production and Saints Editorial worked on editorial. Fort York worked on post-production, Pirate Sound developed audio, PHD handled the media buy and Ethnicity Matters advised on cultural markets.