To remind Stockholmers of the downsides of driving, SL launched the “Ride with Us Instead” campaign in 2022, placing targeted messages at the very points of frustration, such as difficult parking areas and traffic jams.
More recently, the rise of EPA tractors—vehicles notorious for causing congestion—presented a new opportunity to highlight the advantages of public transport through humor and irony.
SL transformed 50 EPA tractors into mobile billboards with bumper stickers reading, “You should have taken SL instead,” turning an everyday frustration into a clever reminder to choose hassle-free travel.
