Hem de Parlar – TRAM – ENGLISH

The Barcelona TRAM was facing a recurring problem of fare evasion due to improper ticket validation. Many users were unaware of the different situations in which incorrect use of validation methods could result in fraud, affecting both the system and the travel experience. To address this issue, it was necessary to launch an awareness campaign that would inform the public clearly and effectively, without resorting to strictly normative or punitive messages.

We decided to create a campaign with a casual and relatable approach, capable of capturing the public’s attention in an original way. This led to the birth of “Hem de Parlar” (We Need to Talk), a campaign that transformed the anti-fraud message into a humorous relationship crisis between the two key protagonists of the validation system: the validator, representing the TRAM company, and the T-mobilitat card, symbolizing the users and their validation habits.

Through a series of messages inspired by typical breakup and relationship crisis phrases — such as “It’s not you, it’s me,” “You don’t look at me like you used to,” or “You’ve ghosted me” — we communicated the different types of fraud clearly and entertainingly, making users feel identified and receptive to the message.