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VMLY&R Beautifully Animates a More Considerate Public Transport Environment

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The Department for Transport launches 'It's Everyone's Journey' campaign designed to create a more inclusive transport environment

VMLY&R Beautifully Animates a More Considerate Public Transport Environment

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. 

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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


Music: Siren

Sound Design: Factory

Media Planning

Media agency Planning: Wavemaker

Client Lead: Louise Rowcliffe

Strategy Lead: Robin Thomas

Strategy Director: Matt Hirschler

Account Manager: Ben Isaacs

Media Buying

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 Transport

VMLY&R London, Tue, 25 Feb 2020 13:21:03 GMT