Dang Duc Ngoc

Fare evasion is not victimless!

+ Idea execution:

Despite the fall of the phenomenon, the consequences of it are still remained large and implicit. The majority only knows about the revenue lost or penalties, only few recognize the effects on staffs or workers at stations. The act was mainly considered victimless, which allows the issue to be taken lightly. Therefore, by making fare evasion a crime that significantly influences the life of someone, in this case, station workers and employees, it is easy to  approach the people’s inside and ultimately make them take this problem seriously. When the audiences feel guilty with this act, they might never let it cross their mind. 

+ Production:

To illustrate the concept that is ethical and social related, sadness and seriousness must be displayed. As the result,   colors, typo and headline styles (repetition and conventional) are the main tools that have been used. Black and white are chosen as the main colors to show the grief associated with the issue. The audience must feel empathic with the situations that the staffs have to face due to fare evasion. For action state, first person should be used (you) to speak directly to the audience. This can be suitable for the action that we want the audience to perform.  Key words such as victimless, occasional and fare evasion should be highlighted by capitalizing or bolding. The same can be applied for headlines and the action statement. This helps them stand out when the audience read the posters. Gothic and Browallia are the chosen fonts to express the seriousness of the issue. Finally, the consequences of the issues should not be abstract, numbers or specific effects should be indicated to make it realistic.