Making the invisible into a really great story

Public transport has a challenge in communicating its benefits and achievements. Sylvie Cappaert Blondelle begins a regular look at how the sector can win new friends and influence more people to support its mission.

As a youngster, I used to run for the bus to go to school, and when I got to the stop on time, I often couldn’t get on board because it was full. I didn’t feel I could count on the bus. Actually, I didn’t really understand how the system worked at all. The timetable at the bus stop never seemed to reflect the reality! This meant that I never knew if I was waiting in vain, and if I’d be better off running to school. I have to admit I ended up running a lot!

The funny...