Some disgruntled TTC riders are planning to protest the latest proposed fare hike, which would see an adult token jump from $2.75 to $3.00.

The hike could take effect in less than two months and would earn the TTC millions in revenue at the risk of a drop in ridership.

Nicole Winchester is one rider who won't take the news sitting down.  She's organizing a day of protest on Friday, urging people to boycott the Red Rocket to show the TTC what effect raising fares would have on ridership.  So far thousands of people have joined her Facebook page.

"Find a car pool...ride your bike, that's what i'll be doing, walk, anything you can do," she advised.

According to TTC officials, a fare hike is the best option when it comes to dealing with their financial woes.

"Nobody wants a fare increase, the reality is that the alternative to a fare increase is really massive service cuts," noted  TTC Director of Corporate Communications, Brad Ross.

Winchester isn't buying it.

"Either other options haven't been considered or if they have been the TTC hasn't been very transparent about how they've been considered or why they've been rejected," she argues.

The plan to hike fares goes to a vote November 17th and it is expected to pass.  If it does, the increase would take effect January 3rd.