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TfL: Together Against Hate by VCCP

Agency: VCCP
Client: TfL
Date: Jun 2021
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With the nation’s capital hosting an extremely diverse population of more than nine million people, London has a rich history of openness and tolerance to a multitude of faiths, nationalities and backgrounds. However, despite this rich diversity being a source of pride and unity for many of us, hate crimes still occur across London’s transport network.

Launching across Pink News (digital display), Metro London (cover-wrap), Facebook and Instagram Stories ‘Serious Worrying Incidents’ is an integrated campaign, created by VCCP, VCCP CX and Wavemaker. An evocative campaign, it aims to encourage the public to take an active stance against hate crime across the TfL network and is part of a larger campaign that will look to tackle all incidents on the transport network, including staff abuse and drunken aggression.

Credits

Client name & title: Miranda Leedham, Head of Customer Marketing & Behaviour Change, Mary Ogbewele, Customer Marketing & Behaviour Change Lead, Emma McCallum, Customer Marketing & Behaviour Change Manager

Creative Director: Simon Learman

Associate Creative Director: Caroline Rawlings

Art Direction: Ali Augur

Planning Director: Ellie Gauci

Business Director: Lindsey George

Senior Account Director: Lucy Hatton

Account Director: Rebecca Hazell

Account Executive: Emily Stronnell

Integrated Project Director: Brad Willis

Illustrator: Petra Eriksson

Media agency: Wavemaker

Media planning Director: David Graham

Media planning Manager: James Evans

Producers: Charlotte McCluskey, Gavin White, Sara Wills

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