The Bus Ads Advertising The Bus

Wednesday, 5 March 2025, 5:59 pm
Article: Max Frethey - Local Democracy Reporter

Were you stuck in traffic on your way to work this morning? A local sustainable transport advocacy group reckons that instead of driving, you should have caught the bus.

Nelsust’s self-admittedly “corny” adverts now adorn the backs of six of the region’s 19 eBuses and are expected to remain in place until at least the end of April.

The ads encourage people to use the bus by pointing out some of the downsides of driving, like not having more time to do other things or the cost of petrol.

The group’s convenor, Peter Olorenshaw, said that the aim of the ads was to reduce carbon emissions generated by fossil fuel-powered vehicles by promoting public transport.

However, the decision not to mention emissions in the adverts was purposeful.

“It's not a guilt trip, but it's more like, ‘well, what are you missing if you're not on the bus?’” he said.

“We’re trying to emphasize what extra things you get by traveling on the bus, like you've got time for texting and social media and reading a book, reading a paper.”

Using a bus also resulted in less congestion and lower demand for parking spaces, he added.

The ads were funded by a “significant” $21,000 grant from Nelson City Council, awarded through Climate Change Business Grants which enable business-led initiatives that contribute to climate change mitigation measures.

Olorenshaw said the promotion budget for the region’s eBus service was “low-key” and so he hoped the ads would encourage more people to give the service a try.

Nelsust was also planning to monitor and survey bus patrons to determine whether the adverts had reach and an impact in increasing bus use.

“We’re going to try and look at patronage this year, over that period to last year, and see if there's any trends. Hopefully, there’s more people using it,” Olorenshaw said.

Nelsust was also investigating opportunities to roll the campaign out in other regions.

Olorenshaw added that the bus advertising also complemented another $20,000 grant awarded to Businesses for Climate Action/Mission Zero for its initiative of working with some of Nelson’s largest employers to develop low-carbon commuting plans for their staff.

He also highlighted the return of bike racks to the region’s buses which, he says, makes commuting by bus even more feasible.

Nicky McDonald, council’s group manager strategy and communications, said the grants panel liked Nelsust’s use of light-hearted humour and considered the ads to be an “innovative way” to encourage people to use public transport.

“Transport is Nelson’s highest emission source, so reducing single-occupancy vehicle trips is one of the most effective ways to reduce our community greenhouse gas emissions.”

Tracking the success of the campaign through the planned survey and use of te reo Māori were also points in Nelsust’s favour.

This year, $25,000 of the business grant fund will be used for the upcoming climate change-themed Dragon’s Den event, which supports engagement on the council’s draft climate change strategy which is expected to go out for consultation next week.

Local Democracy Reporting is local body journalism co-funded by RNZ and NZ On Air.

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