3 months ago
In the UK, disabled people travel up to a third less, and one in four say negative attitudes from other passengers prevent them from using public transport. This represents millions of people who feel they can’t get around, which has an impact on access to employment, healthcare, education and social activities.
To raise awareness of this insight, the Department for Transport launches ‘It’s Everyone’s Journey’ today.
The campaign, created by VMLY&R in partnership with Nexus Studios’ Oscar-nominated directors Smith & Foulkes, is composed of a series of charming animated films, prints and radio. They depict multiple journeys across train and bus networks, promoting more inclusive transport behaviours.
To convey a sensitive and serious message with a light-hearted tone, the campaign uses animal characters as visual metaphors to highlight how people’s behaviour can change when taking public transport. The soundtrack, an original song, by Siren, Factory, suggests it only takes a little effort to make the public transport environment a better place for everyone.
Just a tad, a smidge – it’s nicer, wouldn’t you say? See, a little consideration goes a really long way
Andy Ravan, deputy director, campaigns, marketing and digital, The Department for Transport, said: “We want disabled people to travel from A to B easily. We know that there are a number of barriers which make this difficult every day. This campaign is one step in our journey of making transport more inclusive. We want to show that we can all play a part in making transport more inclusive.”
Mark Roalfe, chairman, VMLY&R UK, said: “With It’s Everyone’s Journey, we wanted to highlight that we often don’t realise the impact our behaviour has on other travellers and that a little effort can go a long way to making everyone’s journey better.”
It’s Everyone’s Journey is part of the Government’s Inclusive Transport Strategy which included a commitment to extending the Access for All programme with an additional £300 million, delivering improvements at a further 73 stations between 2019 and 20242. It also aims at raising awareness of non-visible impairments which affect 50% of disabled adults.
The campaign is supported by an integrated media plan by Manning Gottlieb and Wavemaker. It will run on VoD, OOH, radio, online and social. Besides, behaviour change agency 23red have built a coalition of supportive partners and delivered bespoke activations, enabling them to deliver behavioural prompts throughout passengers’ journeys.
Client: Department for Transport
Chief Creative Officer: Laurent Simon
Chairman: Mark Roalfe
Creative Director: Gavin McGrath
Senior Creative: Perle Arteta, Christopher Joyce
Head of Design: Chris Willis
Strategy Director: Jonathan Ewles
Strategist: Micha Levy
Business Director: Rebecca Bright
Senior Account Manager: Elliot Duck
Producer: Tanya Fitzgerald
Project Director: Beth Dooley
Production Company: Nexus Studios
Director: Smith & Foulkes
Executive Creative Director: Chris O’Reilly
Producer: Tracey Cooper
Production Manager: Rebecca Archer
Art Director: Callum Strachan
Project Supervisor: Dave Hunt
Design: Sam Nassour, Signe Cold
Storyboards: Morgan Ritchie
Lead Animator: Bishoy Gendi
Animation: Duncan Gist, Marlène Beaube, Sean Weston
Clean up animation: Joanna Boyle, Chiara Sgatti, Alexandra ‘Sasha’ Balan, Eleonora Quario, Alex Dray, Christina Nerlan
Composite: Thomas Ricquier, Jesse Richards, Bethany Levy
Sound Design: Factory
Media agency Planning: Wavemaker
Client Lead: Louise Rowcliffe
Strategy Lead: Robin Thomas
Strategy Director: Matt Hirschler
Account Manager: Ben Isaacs
Media agency – Buying: Manning Gottlieb Client Lead
Partnership Agency: 23Red
Creative Director: Sean Kinmont
Head of Design: Rob Garner
Client Partner: Rachel Tattersdill
Account Director: John Coote
Genres: Animation, Storytelling
Categories: Travel, Public TransportVMLY&R London, 3 months ago