KINGSTON, Jamaica — The Jamaica Urban Transit Company (JUTC) is set to launch its “Ride Right with SmartFare” campaign at the Half-Way Tree Transport Centre in St Andrew on Tuesday.

The campaign will introduce the bus company’s new SmartFare system which it describes as a “modernised fare collection system designed to improve commuter convenience and enhance public transportation efficiency”.

The campaign will focus on encouraging responsible commuting behaviours, such as standing in line while waiting for a bus; requesting a ticket when paying for transportation; showcasing JUTC’s support for the disabled community; and highlighting the benefits of SmartFare, including seamless transactions and reduced cash handling.

It will also encourage students and the public to choose JUTC buses by emphasising affordability, safety, comfort, and inclusivity, while demonstrating the company’s commitment to continuous service improvement for a better commuting experience.

Among those who are scheduled to attend the launch are Transport Minister Daryl Vaz; Director of Safety and Security in Schools Unit in the Ministry of Education, Richard Troupe; and JUTC managing director, Owen Ellington.

The state-owned bus company said the initiative is part of its ongoing efforts to improve the public transportation system by integrating modern technology and promoting responsible commuting practices.

“The SmartFare system aims to enhance the efficiency, safety and accessibility of Jamaica’s urban transit network,” it added.