I think by about 2032 all Melbourne's trams have to be step free dictated by disability laws. Should I live another eleven years I doubt I will see that. It was supposed to happen earlier.
The problem that this advertisement is addressing is people standing on tram steps. The tram doors won't close until the steps are cleared. If one person dallies on the step, perhaps touching on their card at a reader, the tram driver may be annoyed. If many people do the same, the service will be significantly delayed.
Our tram service only works efficiently because it stops, unloads, picks up and departs in a matter of seconds. Stop, unload, load, move. Repeat and rinse for its whole journey.
So as this ad describes, it is important you move smartly inside the tram and then validate your travel card. Also important is not to stand in doorways. R and myself have perfected the art of intimidating and laying guilt on passengers who do so. Often these door blockers are local people who use trams, and not those who rarely use trams and don't know.
We stand behind them to get off the tram, and at the last minute they move out of the way, or we accidentally a little too firmly brush past them. We also do sotto voice about people blocking doorways. We may win the battle but given how long we have been doing such, we are not winning the war.
Announcements on the tram help, as does a poster like this one.