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My guess is that some non-profit, interest group, community org, or estate that's associated with one of those target groups left money for the purpose of safety and public outreach. The MBTA decided that a fun way to use it and educate the public was a video. I think they're drawing inspiration from Dumb Ways to Die, another large metro transit authority's catchy safety PSA. I don't know if they seriously expected anybody to consciously change their behavior as a result of this, but just subconsciously. And hey, it's better than a boring old PSA, cause they got you to click on it, didn't they?