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The "THANKS" campaign educates customers about etiquette on ETS. Rather than giving riders a long list of ‘do not’ behaviours, this campaign takes the approach of positive reinforcement by thanking riders for demonstrating respectful behaviours. For example, simple ads thank riders for “keeping the volume down” or “not blocking the doors.”

By saying ‘thanks’ we not only acknowledge those who are already conscientious about their actions, we educate those who may not be aware of our expectations. The ads reinforce the fact that courteous behaviours are expected on ETS and appreciated by all who share the ride.

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