THE LINES WE SHARE
Care to be aware!
Contributions
Advertising Strategy
Art Direction
Copywriting
Key Visual Design
Video Production
UI / UX Design
3D Rendering
Packaging Design
(not officially affiliated with the brand)
Accessibility features exist—they’re there, but they’re hard to access due to ‘those commuters’ who treat them as background noise. RapidKL needed a way to instinctively clear the path for PwDs so they don’t need to ask or feel like obstructions for features that were made for them.
The Lines We Share is an on-ground, character-led wayfinding activation that transforms RapidKL stations into an environment of empathy and care. We humanize accessibility features through the Care Paths, reframing every obstruction as a detour that disrupts a fellow commuter’s GPS route.
MEET THE CARE CREW
Our Campaign Mascots
We wanted to break the commuters out of their daily autopilot mode. and what better way to do that than to contrast with the bleak greys and metallics with bright, fun, and hard-to-miss colors through the Care Crew.
This cast of wayfinding mascots was created to translate static accessibility features into friendly, empathetic personas. By humanizing these spaces, the Care Crew helps us reframe everyday transit obstructions as unintended detours for fellow passengers, encouraging a culture of care and awareness.
CARE CREW TEASER
Pre-Launch
Since our mascots have different functions and personalities, we wanted to showcase this in a fun to watch package. The Care Crew Teaser shows our mascots in funny situations that relate to the accessibility features they represent, as well as giving viewers a glimpse of their personalities.
THE CARE PATHS
Main Activation
Each accessibility route is marked with a distinctive line, designed in the Care Crew’s color palette and visual language. The illustrated paths copy the mechanics of GPS as intuitive wayfinding cues that remain soft, non-intrusive, and approachable.
The Care Paths will be first launched at stations with major traffic (e.g. Pasar Seni, TRX) and are planned to be permanent additions to all RapidKL stations.
ON-GROUND EVENT
Main Activation
The Care Paths will be launched through an on-ground event at the Pasar Seni MRT Concourse to promote accessibility awareness. Participants will explore various zones to collect their stamps, such as the Care Crew Stage for live educational skits, and the Listening Post to hear real stories from the OKU commuters.
While navigating the station, commuters can also interact with the Mascot Live Demos and witness the Care Paths physically through the responsive floor Projection Mapping.
Once they have collected all three stamps, participants can claim a limited-edition Care Crew Blind Box for free at the Blind Box Depot.
PSA VIDEOS
Launch to Post-Launch
To supplement our messaging, we created short PSA videos featuring our mascots in various situations in which accessibility features might be being misused, and how our mascots solve these in funny, exaggerated ways.
These videos would be deployed across social media, digital screens in stations, cinemas, and TV to build mascot recognition and reinforce our message.
