NJ TRANSIT LAUNCHES CUSTOMER COURTESY CAMPAIGN “RICARDO SAYS”

June 3, 2026

NEWARK, NJ - NJ TRANSIT today announced a new customer courtesy campaign featuring the famous Ricardo the Bull, designed to enhance the customer experience. Every day, hundreds of thousands of customers rely on NJ TRANSIT's trains, buses, light rail lines, and Access Link service to get to and from work, school, appointments and events. The campaign entitled "Ricardo Says," uses fun, whimsical drawings to highlight ways that all customers can be aware of their surroundings and help their fellow commuters while riding the transit system.

"Ricardo's story reminded all of us that even during the busiest commute, a little patience and consideration can go a long way," said NJ TRANSIT President & CEO Kris Kolluri. "Through the 'Ricardo Says' campaign, we're encouraging customers to help create a more courteous, comfortable ride for everyone - with a little New Jersey personality and humor along the way."

The "Ricardo Says…" campaign promotes patience, respect, awareness and shared responsibility across the transit system.

Ricardo's Story

In December 2023, a Texas longhorn steer wandered onto the tracks near Newark Penn Station during the morning rush hour commute, briefly disrupting rail service and capturing national attention. The steer, later named Ricardo, was safely rescued and relocated to Skylands Animal Sanctuary, where he now lives permanently. What could have been a stressful moment became a uniquely New Jersey story. Ricardo quickly became a local icon and a reminder that staying calm, patient, and looking out for one another wins the day.

Ricardo Says…

"Let riders off before boarding."

"Keep the aisles clear - no bull."

"Headphones in. Volume down."

"Move to the center - there's more room than you think."

"Offer your seat when someone needs it."

Simple actions such as allowing customers to exit first, keeping pathways clear, respecting staff instructions, lowering noise levels, and being patient help:

• Improve passenger flow

• Reduce delays

• Enhance safety and security

• Create a better experience for residents and visitors alike

Every customer plays a role in helping the system move efficiently.

About NJ TRANSIT

NJ TRANSIT is the nation's largest statewide public transportation system providing more than 925,000 weekday trips on 264 bus routes, three light rail lines, 12 commuter rail lines and through Access Link paratransit service. It is the third largest transit system in the country with 165 rail stations, 62 light rail stations and more than 19,000 bus stops linking major points in New Jersey, New York and Philadelphia.