Its most recent campaigns generally focused on commuter behaviour and etiquette. In mid-2005 Connex launched a print and TV advertising campaign featuring Humpty Dumpty and focusing on safety initiatives; the Don't Hold Others Back campaign of 2006 featured imagery of commuters struggling to board a train; and a 'train etiquette' campaign featuring fictitious character Martin Merton PhD, "the worlds No. 1 expert on train etiquette" offered advice to passengers on such topics as mobile phone use, flatulence and other low-level behavioural annoyances of train travel.