If you've taken transit in the 6ix recently, you've probably noticed a new ad campaign on the subway trains and streetcars. And the bold promo has been causing quite the stir with Toronto's public. In fact, the new TTC fare evasion ads seem to have rubbed plenty of people the wrong way, judging by the online reaction.
Just a few days ago, the TTC released a report highlighting that the transit company lost over $70 million dollars in fare evasion.
The report found that streetcars experienced the most loss of revenue in comparison to other modes at 15.9%, equal to about $23 million dollars. Buses then came second at $34.4 million (6.3%), and subways at $12.9 million (2.4%).
In order to combat what it sees as a serious ongoing problem, the transit company has stated that more plain-clothed fare inspectors will be deployed.
And the TTC also launched its new ad campaign, which sees slogans including "no big deal" and "probably won't get caught."
According to the commission's report, the slogans represent "concentrated efforts to educate our customers and emphasize the importance of tapping and paying proper fares while maintaining equity and respecting the dignity of our diverse customers."
In short, the goal of the campaign is to help kickstart the "culture shift towards fare compliance" that the commission talks about in its fare evasion report.
However, it seems the campaign has not gone down well with Toronto commuters. Many people have accused the ads of being "aggressive" or "heavy-handed."
"The TTC fare evasion ads have extreme 7th grade narc energy and I’m absolutely begging them to f****** chill," reads one tweet in regards to the ads.
Meanwhile, other people's grievances focused on the money they believe the TTC may have spent on the campaign.
For what it's worth, the TTC's Head of Customer Service Sue Motahedin confirmed in a reply to a customer on Twitter that the average vehicle wraparound ad costs $9,000.
CBC states that the other types of evasion can also include no valid proof of payment, "tailgating", and entering without paying at fare gates and collector booths.
Narcity has reached out to the TTC for comment.