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Transit AdsTM - South Africa's largest transit media company - has launched the Commuter Chronicles Project. The project is a qualitative and quantitative study of commuters within the South African transit environment. The revealing study demonstrates the relevance and importance of transit media in daily urban lives, highlighting real passenger perceptions of the transit environment and the advertising they are exposed to. https://www.youtube.com/embed/iza4olW8YPY To develop an in-depth understanding of effective advertising communication within a transit environment, the Commuter Chronicles Project adopted a “design thinking” approach. This involved real commuters via focus group investigations of their daily journeys and audience journey [...]