Wed, 27 Oct 2021 12:19:10 GMT
Transport for London (TfL) has launched a new multi-platform campaign, partnering with Rail Delivery Group, British Transport Police and Metropolitan Police and executed by Wavemaker and OTM to tackle sexual harassment on public transport.
The campaign aims to raise awareness of what constitutes sexual harassment, de-normalise the acceptance of these behaviours and send a strong message to offenders that sexual harassment is not tolerated on TfL services. By raising awareness of the issue, TfL hopes to encourage Londoners to look out for one another and encourage reporting from both bystanders and those targeted.
The campaign is multifaceted and runs across multiple platforms, targeting all public transport users. Sexual harassment disproportionately impacts women and girls but anyone can experience it, and it is important that all groups are educated on the different types of sexual harassment, so they can recognise it, report it, and where possible, offer emotional support if an incident occurs.
Across the TfL network, as well as at key digital sites, creative will spell out the many types of sexual harassment that can occur, clearly defining the behaviour and providing reference to reporting channels for bystanders and victims. The creative will also be featured in pan-London press, through titles such as Metro and Evening Standard, as well as in select regional press, found to reach the target audiences.
Display partners Stylist, Pink News, and LADBible will each house editorial content that will be amplified across their owned social channels including Pinterest, Instagram, Facebook, as well as their websites. In addition, Playbuzz will educate Londoners through interactive content that tailors advice to their input.
Running in parallel, podcast companies Acast and AudioPlus will feature bespoke stories across multiple shows that lend a voice to the communities including Changes; Homo Sapiens; The Guilty Feminist; and But Why; where hosts can talk about experiences, help educate their audience and empower them to report cases of sexual harassment.
Miranda Leedham head of customer marketing & behaviour change at TfL said: “No one should be subjected to sexual harassment on our transport network and we are determined to challenge acceptance of these behaviours. This new campaign, combined with tactics to improve education and awareness, will be pivotal in demonstrating that any form of sexual assault will quite simply not be tolerated on our network"
“People may be reluctant to report an incident because they think it isn’t severe enough or won’t be taken seriously by authorities. But if someone's behaviour has made you uncomfortable, it's serious to us and we strongly encourage victims to report anything that makes them feel uncomfortable to a TfL staff member or via other available channels.”
Gavin Laisby at Wavemaker added: “Any journey on the TfL network - be it the commute to work or to visit family and friends - should feel safe and the method of transport a welcoming place for all. We are proud to have been part of this invaluable campaign, which despite its multiple platforms pulls together the voice of the wider community to tell one story: if you see or experience sexual harassment, it’s crucial to report it so that we can take action to make public transportation a safer place for all.”
Wavemaker was responsible for the planning and implementation of the media and content strategy, including all paid media sponsorships and partnerships. OTM supported in adapting the creative to OOH sites, while VCCP has been tasked with CRM to the TfL marketing customer database.view more - Creative
Categories: Public Transport, TravelWavemaker UK, Wed, 27 Oct 2021 12:19:10 GMT