LONDON, UK — Transport for London (TfL) has launched a new campaign, “Abuse Has Consequences,” to tackle violence and aggression against staff on the network. The campaign sends a strong message to offenders that it is not tolerated on TfL’s services.
Work-related violence and aggression have increased across all TfL modes, with around 200 incidents reported on average every week.
TfL has seen an increase in all incidents of work-related violence and aggression, with higher numbers of verbal abuse, threats, hate, and aggression being reported. In 2023/24, there were 10,493 reports of work-related violence and aggression, compared to 9,989 in 2022/23, an increase of 5 percent. However, the number of incidents of physical violence reported recently has decreased. From April 01 to June 22, 197 physical incidents were reported by directly employed TfL staff, a 20% reduction compared to the same period last year, when there were 248 reported incidents. TfL hopes to continue seeing this downward trend through the widespread adoption of bodyworn video cameras, deployment of Transport Support Enforcement Officers, and rollout of conflict management training.
TfL, in partnership with its agency of record VCCP and Wavemaker UK, aims to challenge this behavior with a D/OOH campaign across the network. The campaign makes it clear that both physical and verbal abuse is a criminal offense with consequences.
Research carried out by The Smaller Boat for TfL showed that highlighting the consequences of abuse against staff was an effective message, with customers and staff focus groups showing support for the messaging and reassurances that perpetrators are caught and convicted.
VCCP worked with its global content creation studio, Girl&Bear, and digital experience agency Bernadette to produce the campaign, which incorporates visual elements of consequences such as prison bars, arresting handcuffs, and fines to convey the clear message that ‘Abuse Has Consequences’.
The campaign uses real-life incidents of staff abuse to send a clear message to perpetrators that they will be caught and action will be taken. TfL will always work with the police to ensure anyone who assaults its colleagues is brought to justice. Examples of incidents highlighted in the campaign include:
- A young man who violently threatened and assaulted a female Customer Service Assistant during rush hour at King’s Cross station in June 2023. He was sentenced to 38 weeks in prison
- A teenager who spat at and racially abused a Customer Service Assistant at Balham station during rush hour in May 2023. She was arrested and sentenced to 3 weeks in prison
- A 59-year-old man who verbally and physically assaulted a bus driver in Cromwell bus station in 2022. He was arrested and later sentenced to 20 months in prison
TfL takes work-related violence and aggression extremely seriously, and this new campaign is one element of TfL’s work to ensure its staff are safe, feel safe, and are supported.
Miranda Leedham, Head of Customer Marketing and Behaviour Changeat TfL, said, “TfL is committed to doing all we can to eradicate workplace violence and aggression and protect our colleagues in their roles. This new campaign takes a firmer, direct tone and aims to send a strong message to offenders that we do not tolerate any form of abuse towards our staff, and we will push for the strongest penalties. This campaign is designed to aid the wider ongoing work across TfL to support our colleagues in tackling workplace violence and aggression.”
Simon Learman, Creative Director at VCCP, added, “TfL believes that all Londoners have the right to use the travel network without fear of violence or intimidation. That includes TfL staff. This work is deliberately blunt to deter potential perpetrators from acts of violence by revealing the harsh outcomes.“
The campaign will run across London’s transport network, with media planning led by Wavemaker UK.
CREDITS:
CAMPAIGN TITLE: Workplace Violence and Aggression
CLIENT: Transport for London
HEAD OF CUSTOMER MARKETING AND BEHAVIOUR CHANGE: Miranda Leedham
CUSTOMER MARKETING AND BEHAVIOUR CHANGE LEAD: Lucy Partington
CUSTOMER MARKETING AND BEHAVIOUR CHANGE MANAGERS: Caroline Hamilton, Anna Bates & Aimhirin Brock
CUSTOMER MARKETING AND BEHAVIOUR CHANGE EXECUTIVE: Scarlett Mount
ADVERTISING AGENCY: VCCP
CREATIVE DIRECTOR: Simon Learman
HEAD OF ART: Ali Augur
COPYWRITER AND ART DIRECTOR: Ludo Thomas & Arthur Harry
BUSINESS DIRECTOR: Rosa Stanley
ACCOUNT DIRECTOR: Claudia O’Connell
SENIOR ACCOUNT MANAGER: Katie Kelly
PLANNING DIRECTOR: Hannah Martin
SENIOR PLANNER: Jack Goss
GIRL&BEAR
AGENCY CREATIVE PRODUCER: Jess Cross
SENIOR DESIGN DIRECTOR: Adam Edwards
SENIOR ARTWORKER: Paul Craig
DEPUTY HEAD OF ARTLAB: Scott Mitchell
ASSISTANT STUDIO MANAGER: Thomas Whetnall
RETOUCHERS: Stanleys post
PHOTOGRAPHER: Lol Keegan
BERNADETTE
ASSOCIATE PROJECT DIRECTOR: Bobby Parmar
SENIOR PROJECT MANAGER: Darryl Lally
MOTION DESIGN: Dexter Marshall & Mykyta Karpov
DESIGN DIRECTOR: Will Aslett
WAVEMAKER
STRATEGY LEAD: Joe Wood
PLANNING DIRECTOR: James Spencer
PLANNING MANAGER: Megan McConnell
PLANNING EXECUTIVE: Alex Rae
