In a statement, the company says that the new communication campaign is intended "to foster a more conscious and responsible use of the service, understanding that the quality of the travel experience results not only from operational efficiency, but also from the behaviours that shape daily coexistence in the public space of mobility."

The campaign includes illustrations by visual artist Nuno Saraiva, whose "unique style lends vivacity and clarity to the situations depicted, making the message more direct and easily understood by customers," says the Lisbon Metro.

"Using humour and a pedagogical approach, it presents, in direct contrast, appropriate and inappropriate behaviours in the use of the service, illustrating what it means to use the Metro 'at ease', correctly and respectfully, and 'not carelessly', in a careless or inconvenient way," the note also reads.

The images show eight pieces of advice, such as: "Enter the metro at ease. Not carelessly. Facilitate the entry and exit of trains"; "Use the doors at ease. Not carelessly. Do not force the train doors"; "Use the escalators at ease, not carelessly. Keep to the right, circulate on the left" and "Choose the carriage at ease. Not carelessly. Spread out along the platform and avoid crowds."

The messages also include “Bring your luggage comfortably. Not carelessly. Take your backpack off your back and your luggage out of the passageway area,” “Feel comfortable on the metro. Not carelessly. Don’t leave trash in the carriages and stations,” “Listen to music freely, not carelessly. Use headphones when listening to music or watching videos,” and “Ride the metro comfortably. Not carelessly. Good practices, good trips.”

Quoted in the note, Nuno Saraiva highlighted his personal connection to the Lisbon Metro, emphasizing that he depends on this means of transport “for almost everything,” and therefore it is “a pleasure to be able to contribute,” in the best way he knows how, “to improve a service that belongs to everyone” and is so essential, both for himself and for the city of Lisbon.

The creative concept of the campaign was developed by the agency The Hotel and is organized into eight different themes, each associated with a good practice for using the Metro, with the messages written in both Portuguese and English.

The Lisbon Metro operates daily with four lines: Yellow (Rato-Odivelas), Green (Telheiras-Cais do Sodré), Blue (Reboleira-Santa Apolónia) and Red (Airport-São Sebastião).