News Archive

See what's happening at RTD

Don't Be Jimmy - Rider Code of Conduct tackles Rude Rider Behaviors

RTD cares about rider experience. We have recently launched this fun, new campaign to feature our new Rider Code of Conduct that addresses rude rider behaviors.

Passengers may have noticed advertising on trains and buses and social media with Jimmy, a fictional character created to portray the bad behaviors that are sometimes conducted by RTD passengers. His rude behaviors are featured above the direct tagline “Don’t be Jimmy” to show the community and passengers that RTD cares about our customers’ riding experience.

This campaign was developed to start a conversation a bit different than traditional etiquette messaging and provide passengers with something to think about while riding transit. It is also a way to point out behaviors that can negatively affect the overall riding experience.
RTD Rider Code of Conduct addresses rude rider behavior

The idea for this character was created as the final project of one of the RTD employee teams participating in RTD’s Leadership Academy employee development program. The team wanted to add a humorous element to help educate the public about the new Rider Code of Conduct.

''I think this is an effective and fun campaign launched by our talented Marketing division at the suggestion of one of our Leadership Academy teams,'' said RTD General Manager and CEO Dave Genova. ''While we know the advertising itself does not directly change the behaviors of some of our passengers, we feel the implementation of a Rider Code of Conduct in conjunction with an advertising campaign will serve as a friendly reminder and reiterate to all of our riders that we care about their overall riding experience.''

The campaign has already met with success, with many of our passengers writing in to praise the campaign and give suggestions for future scenarios.

For more information about the Jimmy campaign or to learn more about RTD’s Rider Code of Conduct, please visit

Rider Code of Conduct