This communication campaign has been designed to help residents of Seoul, Korea feel less stressed when using public transportation. The design team examined research related to transportation users' ethnographic, cognitive, behavioral, and emotional profiles to identify various types of stress. Solutions for each type of stress were devised through signage with various content; intuitive information, instructional information, depictions of spatial usage for commuters, a storytelling etiquette campaign, etc. An evaluation of the campaign shows that the effort has increased transit users' satisfaction in using public transportation and changed their experience.