“Commitment” campaign, season 1

Six jobs were selected for the initial run on the basis of their concrete impact on improving the passengers’ daily experience, including both jobs involving direct contact with customers (reception agent, bus driver, security agent) and jobs not well known to the general public (track layer, transport engineer, real-time information agent).

The authenticity of its message is guaranteed because the employees presented were selected through internal casting and the shots were taken at RATP’s facilities.

The tag line emphasises the service dimension of each job depicted, with graphics mirroring the network map elements. This strong and easily identifiable branding will be replicated in all forthcoming communications in order to guarantee the impact and ensure the recognition of each new RATP message. RATP is thus restoring the full meaning of its “Caring for the city” tag line since RATP will play its part in caring for the city more effectively by improving the quality of city life. This “quality of life in the city” depends first and foremost on the quality of the service provided each and every day by RATP’s men and women.