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#giveupyourseat was a campaign platform created to encourage better seat etiquette on Iarnród Éireann. The creative idea centred around a series of posters featuring made-up words (that we called ‘the urban dictionary’) describing the various type of people and the silly things they do to avoid giving up their seat to people who might need it. If travellers spot someone behaving like one of our made-up words, they are encouraged to tweet that experience to #giveupyourseat. The campaign spread far and wide on social media, with people tweeting their own made-up words to describe seat hoggers.