Business card of Sardine Man

Rectangular business card printed with details of Sardine Man. The front bears a depiction of Sardine Man next to a passenger train carriage peeled open like a tin of sardines, with the text "Gutted by Rail Overcrowding?" and the Sardine Man website. The reverse bears a depiction of Sardine Man with the text "Join Sardine Man in calling on the government to invest more to grow the rail network", with a URL to the Sardine Man website and the Transport 2000 logo.

The business card was created by Campaign for Better Transport, formerly Transport 2000. Printer is unknown, but was designed in the United Kingdom (possibly London, the location of Campaign for Better Transport offices). The occasion of its creation was the Sardine Man stunt associated with Campaign for Better Transport's Growing the Railways campaign, which took place in March 2007. The campaign sought to draw attention to reduced investitute in British railway services. The Sardine Man stunt sought to draw attention to overcrowding, a specific element of the passenger experience that was a common complaint among railway passengers at the time. The business card would have been contained in a briefcase held by an associate of Campaign for Better Transport dressed in a sardine costume, and handed out during one of the ten trips on English and Welsh train routes that Sardine Man embarked upon in March 2007. The routes were selected based on research that Campaign for Better Transport (then Transport 2000) conducted and which were portended to be the most overcrowded in Great Britain. These routes included lines in Newcastle-Durham, Woking, Coventry, South Wales, and Liverpool.