Escalator-related injuries are common among metro passengers in urban cities. In this study, a motion graphic promoting escalator safety principles was developed and used to investigate college students' behavioural intentions regarding escalator safety. The unified theory of acceptance and use of technology (UTAUT) model was adopted as the study framework. A behavioural intention questionnaire and a motion graphic based on the UTAUT model were developed in this study. The UTAUT model was examined using a stepwise regression approach. In total, 146 college students participated in this study. The students' performance expectancy, effort expectancy, social influence and facilitating conditions predicted their behavioural intentions regarding escalator safety. Gender moderated the effect of performance expectancy on behavioural intention, and motion graphics learning experience moderated the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on behavioural intention. This study attempted to empirically identify the main factors affecting passengers' attitudes toward escalator safety-related behaviour. The results have implications for the design of motion graphics for escalator safety education as part of the public service announcements of metro systems.