Toronto’s TTC “They Meet, They Connect” Campaign Draws Mixed Reactions

The Toronto Transit Commission (TTC) recently launched a new advertising campaign encouraging ridership with warm, people-focused messaging.

The ads, featuring phrases like “They meet. They connect.”, aim to highlight the TTC as more than just a way to get from point A to B — it’s a place where Torontonians can cross paths, share moments, and even spark new connections.

Photos of the ads can be seen here on TikTok user @madisonschuli’s video.

TTC New Ads

However, the campaign has sparked criticism online.

Many users on social media are calling the ads tone-deaf, pointing to concerns about safety on the TTC. In recent years and months, there have been rising reports — and perceptions — of violent incidents, harassment, and encounters with unstable individuals on public transit. For some riders, the idea of “connecting” with strangers on the TTC feels less heartwarming and more unsettling.

TTC New Ad Campaign

In the comments section of this video promoting the campaign, users expressed frustration that the TTC chose to focus on whimsical connections rather than more pressing issues. Several commenters suggested the commission should have used the campaign to promote subway etiquette or kindness — encouraging riders to be respectful, patient, and alert, rather than romanticizing the idea of spontaneous bonding.

While the intention behind the campaign may be to remind people of the human side of public transit, critics argue that it misses the mark. The campaign has certainly started a conversation about what transit messaging should look like in a city grappling with public safety concerns.

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Published by HOLR Magazine

Image Credit: @madisonschuli TikTok