Brass in Leeds has designed a new campaign for First Bus to encourage more students to take public transport.

FIrstBus Students leafcoverRunning in Yorkshire and Greater Manchester, the creative uses a bear to advise students that the bus is “awesome and not scary.”

“We brought our concept  ‘First Bus isn’t scary for you or your pocket’ to life with an illustrated scary bear character and strong price messaging. Because First Bus want students to get onboard they have implemented a ‘No bears’ policy on all services, early feedback has shown a positive effect on sales to this audience,” explained Paul McGann, director at Brass.

It will run online, in print and through direct mail as well as employing the aforementioned scary bear for experiential activity.