When you’ve been on the jam-packed local trains and buses of the pre-pandemic era (remember these?) It was incredibly annoying when a fellow commuter took up extra space with their bag and you selfishly tried to make up for the entire trip. But today, with Covid-19 still in circulation and unfortunately claiming the lives of many people, it is in everyone’s interest to create distance.

The Swedish agency Forsman & Bodenfors has developed a simple but ingenious solution for the public transport operator Västtrafik to help people create space: They have designed the “No Douche Bag” that commuters should actively place on the seat next to them Keep people from getting closer.

The first 1,000 of the colorful bags were given away for free last week at the Swedish Central Station in Gothenburg. More will follow. The text on the design reads: “I would like to sit next to you, just not now. Thank you for keeping your distance. ”

“Usually, bags on the seat are certainly not something we promote. But during a pandemic it is actually an act of deliberation, ”said Lars Backström, CEO of Västtrafik. “This simple reminder is another way to encourage individuals to take personal responsibility. This is the foundation of the Swedish strategy. With this bag, we want to remind our travelers in an unexpected way that we must continue to work with social distancing. “

Backström added: “When you are on the bus or tram and you are concerned that people are too close, it is sometimes difficult to tell a fellow passenger to take a step back, not least Swedes reserved for us. We hope and believe that this initiative can help make travel safer. “

Agency: Forsman & Bodenfors
Client: Västtrafik, Susanne Eriksson
Account Director: Greger Andersson
Account Manager: Helen Johansson
Art Director: Lars Jansson
Copywriter: Pontus Caresten
Graphic designer: Christoffer Persson
PR: Robert Johnsson
Film editing: Assar Wallenius
Production, film and photography: Cutback Studios, Petter Berg