Public Transport Victoria: The Free Loadin Fare Evader

This case study explains how Public Transport Victoria, an Australian transport authority, reduced fare evasion by changing perceptions.

Public Transport Victoria: The Free Loadin Fare Evader

GPY&R MelbournePublic Transport Victoria

Executive summary

Fare evasion has plagued Public Transport Victoria for years. In 2013, one in ten passengers were riding without paying, costing taxpayers more than $60 million/year.

The problem was simple: fare evaders assumed they could, and should, ride public transport for free.

By simultaneously addressing the 'perceived risk' and the 'social permissiveness driving fare evasion crime, we were able to re-frame the criminal context to our advantage.

This paper explains the methodic and inspired steps we took to create a campaign that broke through years of...

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