The Toronto Transit Commission (TTC) and Singing Out, a non-profit 2SLGBTQQIA+ choir, are belting out their support for Pride.
Throughout the entire month of June, TTC will harmonize its subway platform alert tone by replacing them with a melodious chime performed by members of Singing Out. The move marks a milestone, as it is the first time TTC has embraced such a modification to its original three-tone alert for opening and closing vehicle doors.
Named “Prime Chime,” the initiative was spearheaded by agency partner Publicis Toronto and aims to celebrate Pride month while promoting the choir’s empowering message of inclusivity and diversity, with a special emphasis on welcoming individuals from all walks of life.
“The original alert tone is deeply ingrained in every Torontonians’ daily lives” explained Joanna Monteiro, CCO of Publicis Toronto. “By tweaking this iconic sound, we have a unique opportunity to break their routine, grab their attention and enable them to hear, in a joyful melody, Singing Out’s message of acceptance.”
According to Deborah Brown, TTC’s head of marketing and customer experience, the organization has always tried to find creative ways to celebrate Pride and foster an inclusive environment, such as last year, when it tweaked the names of several of its stations.
“Changing our tone for the first time ever is a powerful way to demonstrate this commitment and cultivate a sense of pride within the diverse communities we serve,” Brown says.
With nearly three-quarters of a million people traversing Toronto’s subway system on any given business day, this collaboration offers a big opportunity to shine a spotlight on Singing Out and foster awareness within the local community.
To complement the immersive experience, posters featuring real members of Singing Out will adorn TTC subway platforms and appear in subway trains during Pride month.
Each platform poster will feature a QR code, enabling commuters to scan and experience the Pride Chime first-hand. The campaign will extend its reach across social media platforms encouraging TTC riders to actively engage with the campaign.
