#NotHappyDan – that’s the call to arms used by Chapel Street Precinct Association (CSPA) is using.
Why? To recruit an army of South Yarra Train Station commuters who are sick and tired of being neglected by the Victorian Government, led by Labor Premier, Daniel Andrews. In a bold guerrilla style marketing campaign, CSPA have plastered posters that mock Daniel Andrews around key suburbs that have been affected by the station that is in serious need of an upgrade. Wearing a stained singlet and exposing his stinky armpits on the overcrowded South Yarra Station platform, the comical scene is unfortunately a regular occurrence for fed-up commuters.
“South Yarra station is the busiest outside the CBD, yet the government proposes a decrease in rail services to this station, and no interchange station connecting the proposed MetroRail to the existing station. It just doesn’t make sense,” stated John Lotton, President of Chapel Street Precinct Association.
“The unkempt South Yarra station is buckling under the pressure and it’s only going to get worse unless urgent action is taken. The State government has approved high-rise residential towers to many areas in and surrounding Chapel Street, yet it has overlooked any upgrading of public transport infrastructure.
“The Premier, Daniel Andrews, was recently gloating about how cleaver he was to get an additional $4b from the sale of the Melbourne Port. These additional funds could be used to future proof the suburb where 5000 new residences are about to be built.”
The CSPA is hoping the guerrilla styled marketing campaign, led by the cheeky campaign posters, will start a grassroots campaign of ‘pissed off’ commuters. “We want users of South Yarra Station to take a picture of the ridiculous conditions they endure every day and post it to their social media with the hashtag #nothappydan. This feed will become a real-time scrapbook of why South Yarra Station is in need of an urgent upgrade.”
The CSPA #nothappydan campaign comes hot on the heels of a similar campaign in NSW that mocked Premier Mike Baird’s controversial lockout laws. “Our goal was to offer Melbourne’s Chapel Street as a more playful alternative and lure Sydneysiders down south during Spring Racing Carnival. Just like it did in NSW,we believe using humour in a very public way will be very effective in getting our message across. Our Mike Baird campaign received national attention and was even praised by Sydneysiders affected by the lockout laws.”
The government funded, Infrastructure Victoria, recently recommended an upgrading of the South Yarra Station, while also recommending a vehicle congestion tax for South Yarra, Prahran, and Windsor. “The CSPA strongly rejects the proposal for a congestion tax and sees it as a substantial impediment to any business in the area,” continued John Lotton. “The CSPA fully endorses however the City of Stonnington’s alternative proposal to the already overcrowded South Yarra Station (March 2016). This report was produced by one of the State Governments own lead consultants, Mr William Mcdougall, who was cross-examined in the recent public forum on the proposed MetroRail project.”
Public Transport Victoria has also acknowledged that South Yarra station should be upgraded, but has given no commitment as to when this should be carried out.
“Despite all of this, The Transport Minister, Jacinta Allen, has ignored the City of Stonnington’s request for a meeting to discuss its proposal in greater detail. This is alarming, and I’m sure the public will gladly voice their opinions at #nothappydan!” concluded John Lotton.