First Capital Connect, the train company, has launched a campaign to encourage customers to act safely and politely while using their services.
The campaign, created by Clinic and heralded as a ‘Modern guide to etiquette’, consists of tongue-in-cheek posters and a booklet which will use humorous examples of anti-social or unsafe behaviour to highlight what the company sees as respectful train decorum.
Julie Allan, customer services manager at First Capital Connect, said: “The whole team are delighted with the work from Clinic on this campaign. From the outset they showed real insight into what would work, presenting a sound engagement strategy and a range of campaign ideas that could all have proved highly effective. The whole project – from this intelligent, strategic approach to the quality of the ideas and their skill in delivering the finished article – has been a genuine pleasure.”
A collection of all the posters is also available in a booklet purportedly authored by an 'Edwin Tickett', and will be distributed at the campaign launch, at which actors will also perform a series of relevant ‘real-life scenes’ on a stage at King’s Cross station.
Initial reaction to the campaign has not been universally positive, with some customers taking to social networks to accuse First Capital Connect of patronising its patrons:
First Capital Connect have issued a leaflet on commuter etiquette "don't assume they share your taste for kebabs & dubstep" - snobbish much?— Sara Flossy (@MagneticFlea) October 6, 2013
This campaign is the latest in First Capital Connect's efforts to improve customer service after the BBC reported last week that the company is to spend £350,000 on deep cleaning a train following revelations in the National Passenger Survey of customer dissatisfaction.