We move with purpose: a student campaign to mitigate the number of fareevaders in Transmilenio

Abstract

In Bogotá, the Transmilenio system represents one of the main means of public transportation, moving millions of people daily and playing a key role in the city’s urban dynamics. However, it faces a persistent issue that affects its sustainability and efficiency: fare evasion. This behavior, commonly known as “jumping the turnstile,” is carried out through actions such as jumping over turnstiles, entering through side doors, or slipping under access barriers.

In 2024, it was estimated that 13.14% of users of the trunk component entered without validating their fare, which translated into more than 89 million evasions and economic losses for the system exceeding 262 billion Colombian pesos for the city. Beyond the financial impact, this situation reflects a crisis of civic responsibility and a weakening of respect for public goods, affecting both the perception and operation of the system.

In response to this situation, the campaign “We Move with Purpose” was designed and implemented, aiming to reframe the act of paying the fare as a demonstration of collective responsibility, solidarity, and commitment to the common good. The strategy focused on using social media as the main communication channel and included a mini-series of videos with relatable and emotional narratives, designed to resonate with the target audience.