Metrotenerife Launches Einstein Comic for Tram Safety

Metropolitano de Tenerife has launched a new campaign to make tram areas safer. They are using a comic book format to grab the attention of many people, especially younger ones, as pedestrian distractions become a bigger problem.

This new campaign builds on earlier efforts, like the "Disconnect, Look, Cross" initiative, which started after a 22-year-old woman was hit on September 30th. While that campaign did change how many people behaved, the company realized they needed to reach those who don't usually pay attention to official messages. Their aim was to find a more visual and lively way to share their message everywhere, from tram stops to social media.

At the heart of this new plan is a twelve-panel comic strip. It surprisingly links Albert Einstein and his theory of relativity to safety on public transport. The story hints at Einstein discovering his theory on a tram in 1905. It uses this as a way to highlight how important it is to pay attention. The main message is that while trams are safe, pedestrians also need to do their part. They're asked to put away their electronic devices before stepping onto the tracks.

Argentine cartoonist Fer Calvi and Canarian scriptwriter Francisco de Zárate created this material. They thought about the growing number of distractions near the tram. Working with Metrotenerife's Marketing and Communication teams, they've managed to deliver a clear message about personal safety through the comic.

The campaign started on March 3rd and will run until Easter. It might be extended or even get a second part because it's had an "excellent start." Posters are up at 23 tram stops and inside all 104 trams. Four stops have also been completely branded, with more planned. The message is also being spread on social media, and special materials are being given to schools. The goal is to raise road safety awareness even more in the months ahead.

Initially, the idea was for high school and university students. However, the comic, especially with Einstein in it, has shown it can attract a wider audience, including any tram user or pedestrian. The creative process was complex, involving different endings and careful checks of every detail. This shows how committed Metropolitano is to creating content that not only informs but also makes people think and act.

The comic's creators have a lot of experience. They've published comic strips and interviews in well-known media like El País Semanal, eldiario.es, and Mongolia. They've also worked with Argentine newspapers such as Clarín and La Nación. On top of that, they've made comics for public organizations, including one about the Canary Islands Agenda 2030 and another on the history of La Laguna.