A campaign has been developed for Transport for London (TfL), the Olympic Delivery Authority (ODA), and other transport operators by M&C Saatchi to raise awareness of how travel conditions may be affected during the Olympic and Paralympic Games.
Launching today, the ‘Get Ahead of the Games’ campaign targets people who travel through areas that will be 2012 Games travel hotspots this summer and encourages them to plan ahead and look at their travel options to help them avoid the busy times and places. The media agency for the campaign was Walker Media.
The campaign takes a humorous approach, showing caricatures of Olympic and Paralympic athletes in day-to-day London transport situations to raise awareness of potential transport congestion hotspots, such as two weightlifters squeezing themselves through the doors of a busy train.
Chris MacLeod, marketing director at TfL, said: “Getting people to adapt their travel behaviour during the Games, at certain times and locations will be a key to the success of the 2012 Games. We have worked hard to ensure this campaign gets this message across, while ensuring that people understand that London and the other Olympic venues remain very much open for business. M&C Saatchi quickly understood our task and using a light-hearted, illustrative style were able to communicate this balance in a clear and engaging way to people who use our transport network.”
Carrie Hindmarsh, CEO of M&C Saatchi, added: “Big behaviour change campaigns like this are the life blood of M&C Saatchi, especially following successes with Change4Life and Transport for London. This has been a very challenging campaign due to its scale and complexity and we have relished the challenge. We are delighted to be playing our part in making the 2012 Olympics a true success.”