The slice of the population that wakes up bright-eyed and raring to take the day on with optimism amounts to a sliver at best. Most of us drag ourselves out of bed and start our commute like zombies – and that’s exactly the sentiment captured in a new video from the Pembina Institute that promotes rapid transit as a way to “bring Toronto back to life.”
The end of the video directs watchers to StopTheZombieMadness.com, a site that rallies support for rapid transit.
Pembina Institute’s Ontario policy director, Cherise Burda, commented on the state of commuting in the greater Toronto region in a release, and referenced the “Big Move” regional transportation plan devised by transit group Metrolinx that would see the creation of a rapid transit network linking the Greater Toronto and Hamilton regions. According to an estimate from the group, the network would cut a minimum of 30 minutes from average commute times.
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Metrolinx will be bringing forth a funding strategy to get the plan into action in a couple of months. And – in a nod to the video – Burda said, “if we all share in the cost, we’ll all benefit from expanded transit. It’s our only hope to save Toronto from being overcome by the zombie gridlockalypse.”
The zombie footage in the online video was shot and edited by Pocket Jakes; Pembina handled the messaging at the end of the piece.
Burda said while the video is currently only available via social media, Pembina hopes “an organization or agency with deeper pockets could build a bigger campaign around it.”
