After the pandemic, many people continued to rely on their cars out of habit, despite the stress, high costs, and time loss associated with driving. SL aimed to win back lost passengers and challenge the myth that cars are the most convenient and efficient daily transport option. Their campaign, "Ride with Us Instead," used a mix of outdoor advertising, digital media, and humor to highlight the frustrations of driving, such as traffic jams, parking difficulties, and high fuel prices. As a result, it became SL’s most successful campaign, increasing awareness, engagement, and consideration for public transportation, particularly among men, a traditionally harder-to-reach demographic.
