Brand Safety Creativity

TFL embraces 3D audio to make its sexual misconduct campaign more memorable

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By John McCarthy | Media editor

June 7, 2022 | 4 min read

Acast and media agency Wavemaker have made an immersive 3D audio story to highlight unwanted sexual behavior on the tube.

On behalf of Transport for London (TfL), the audio will feature in Chris Sweeney’s Homo Sapiens – a podcast that centers around conversations with LGBTQ+ icons and allies.

With many commuters relying on podcasts, the agency said that podcast sponsorship has “long been a vital part of the communications strategy.”

TFL

The campaign uses 3D audio recorded in the real world

The agency is claiming a “first” with the “long-form content to use spatial (3D) audio.”

The campaign used 3D audio recorded in the real world rather than having the spacial effect added in afterward.

Podcasts are an integral element of TfL’s ongoing campaign to tackle sexual harassment, which was launched in October 2021.

The podcast incorporates the ‘mind the gap’ announcement, the bustle of tourists outside of an attraction and the buzz of Oxford Street to hit home the setting.

Wavemaker claims these efforts drive increased listener engagement. According to research from Neuro-Insight, spatial (3D) audio ads increase long-term memory encoding by 36% compared to stereo ads, while emotional response is increased by 39%.

Verra Budimlija, chief strategy officer at Wavemaker, explained: “Podcasts are one of the most effective mediums for informing and educating listeners on important issues such as the impact of sexual harassment. Homo Sapiens has a loyal following and the host – Chris Sweeney – is trusted by his listeners to perfectly and sensitively deliver delicate messages.

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“By using spatial (3D) audio, we’ve been able to take this to the next level and leverage the platform’s power to engage even further with those using the London transport network. We applaud TfL’s ongoing commitment to eradicating sexual harassment and ensuring Londoners feel confident and secure on all of their TfL journeys.”

Miranda Leedham, head of customer marketing and behavior change at TfL, added: “Everyone should feel and be safe when traveling around London at all times, and the safety of women and girls is an absolute priority for us. Tackling sexual harassment is an essential part of this.”

TfL’s multi-platform campaign to tackle sexual harassment was delivered by Wavemaker and OTM. The campaign strategy and creative was developed in partnership with Rail Delivery Group, British Transport Police and Metropolitan Police.

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