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Be Kind

Safety Campaign

SunRail
Commuter Rail System

2022

Transit Worker Safety Campaign

In a world where you can be anything, be kind. Threats of violence against transit workers and fellow riders has increased in recent years. SunRail’s Be Kind campaign reminds riders to respect transit workers; invests in crews through rewards, recognition, and training; and includes local law enforcement agencies for a complete approach to transit safety and enforcement.

Be Kind reminders throughout the community and rider experience reinforce the importance of the message. SunRail put a face on transit safety by featuring crews and publicly tooting their horn, making the Be Kind campaign personal and meaningful through videos, social media, earned media, and more.

Diffusing the rise in transit violence needed to be more than a marketing campaign – it needed to be a system solution. Through the inclusion of transit operators, safety teams, community leaders, and 16 policing jurisdictions, a comprehensive program was created to encompass prevention, de-escalation, and enforcement to effect real change.

Never Will I Ever