Illustrated campaign from TfL asks travelers to take a stand against abuse
It highlights the role that bystanders can play in preventing or discouraging incidents to help victims feel less isolated.
TfL’s latest ad campaign from VCCP London / VCCP London
Transport for London (TfL) has released a new campaign to encourage customers to come together and stand against any kind of hate.
Bringing together long-time agency partner VCCP London and media buyers Wavemaker UK, the ‘TfL Stands against Hate – Bystander Intervention’ campaign features three helpful techniques that people can potentially use. It follows behavioral research undertaken by the company that revealed 63% of customers said they would feel more confident intervening if they had more information on how to help.
Miranda Leedham, head of customer marketing and behavior change at TfL, said: “We operate a zero-tolerance approach to any abuse and hatred across the network and are working hard to tackle this behavior. Through developing this campaign, we understand that the information needs to be clear, simple and action-oriented.
“It is not enough to simply ask people to intervene. Specific and memorable behavioral prompts are the difference between knowing that you should intervene and feeling that you can. That said, we do not expect customers to police the network but rather we want to give them enough information so they feel safe enough to support fellow customers if they witness a crime.”
London-based Illustrator Raj Dhunna developed the creative, which will run throughout the rest of the year across out-of-home sites, including buses and trains. The project will also feature on Pink News and in the Evening Standard.
Caroline Rawlings, group creative director at VCCP London, added: “We hear all too often about incidents that have happened on public transport and we want to help, but we just don’t know how. Well, TfL identified this as an issue and I’m so delighted that they continue to work hard to tackle it.
“Not just a campaign to say that they won’t stand for hate crime on their network, but a campaign that teaches us all simple and memorable actions that are proven to make a difference. A campaign that lets us all stand together against hate crime. Proud.”