Subway etiquette guerrilla campaign in New York. Jay Shells a NY based graphic designer launched this campaign today, parodying MTA posters with snarkily toned reminders to the inconsiderate masses who make the experience of jockeying for personal space on the subway so unpleasant. Shells says: ‘I surveyed 100 people on their top pet-peeves while riding the Subway. I narrowed the results down to the top ten most occurring issues and rewrote them as a sort of list of rules’. The executions get a bit lost around the stations, but it’s a guerrilla campaign after all.