Transport for London (TfL) has today (7 June) launched a refresh of its ‘Public Transport Safety’ messaging as part of its continuing commitment to maintaining customer safety.
Developed in partnership with creative agency VCCP, the refresh brings together key insights on behavioural intervention to ensure that the messaging is as effective as possible.
Following indications that safety incidents are more likely to occur when customers are distracted, on autopilot or on an unfamiliar journey, the new messaging aims to maximally cut through these mindsets to ensure optimal safety across the network.
Working with illustrator Andrew Hudson, the creative makes use of bright colours and bold typography to raise awareness around the potential risks of even the most mundane of actions on the network.
With planning and buying handled by Wavemaker, the campaign forms part of the Mayor of London’s ‘Vision Zero’ target of eliminating death and serious injury from the capital’s transport network.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“The safety of our customers is the number one priority for us and we want to make sure we are giving them all the support they need to travel safely,” TfL head of customer marketing and behaviour change, Miranda Leedham said.
“We are evolving the campaign to ensure it continues to cut through customers’ mindsets whilst optimising our messages and placement across the network.”
Assets will run across across out-of-home, digital out-of-home, social media and via internal communications and station staff engagement.
VCCP creative director, Simon Learman added: “We’ve created the campaign to communicate how customers should travel safely as part of TfL’s commitment to keeping passengers safe.
“To do this effectively, we have made sure that the creative is positive, easy to understand and digest. It’s imperative that everyone who uses the transport network receives the information they need for their journey, whether they are new to the network or seasoned travellers.”
