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Mixed messages for commuters?

October 2019
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I had spotted buses (or perhaps its just the same bus?) for a P2P service between Antipolo and Ortigas Center bearing what appears to be a statement for improving the quality of life of commuters. Many have been suffering and continue to suffer on their daily commutes starting from difficulties getting a ride to very long travel times. The term “dignity of travel” comes to mind, which a colleague coined many years ago to describe

P2P buses at the public transport terminal at Robinsons Place Antipolo

Whoever thought of this probably meant well; thinking about improving quality of life. The choice of words though may convey a different message as “driving” is in all caps and usually associated with a different, less appealing activity to sustainable transport advocates. I think they should have chosen “improving” instead of “driving” here.

 

This is somewhat similar to a much earlier post of mine showing SMRT buses in Singapore with ads promoting Uber and how it was supposed to complement public transport. That, of course, was a bit of a stretch in the city-state, which already has excellent public transport compared to elsewhere, and already complemented by very good taxi services.

Yesterday, there was a nationwide transport strike and depending on which side you are on, the reality is that we are still far from having more efficient public transport. But that’s another story and hopefully, I get to write about it in the next few days.


1 Comment

  1. thedelro says:

    The typeface used implies that the slogan was thought up by the bus manufacturer, Volvo. Probably just a (weak) play on words highlighting that their core products are related to driving. Or maybe it just sounds better in Swedish.

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