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TFL
Yes We Can – How TfL harnessed the power of the collective to achieve justice for victims of unwanted sexual behaviour

RAN IN: UK

CLIENT
Transport for London

Chris Macleod, Customer Director
Miranda leedham, Head of Customer Marketing and Behaviour Change
Mandy courtney, Customer Marketing and Behaviour Change Lead

AGENCY
Wavemaker *Lead Agency

Susanna Cousins, Journey Design Lead


VCCP *Lead Agency

Matt Lever, Executive Creative Director
Rob Ellis, Art Director
Peter Reid, Copywriter:
Martin Coomber, Planning Director
Sian Richards, Account Director
Jennifer Price-Thomas, Creative Producer


SUMMARY

Project Guardian took a simple behavioural insight and created a campaign which not only changed attitudes, but also lead to demonstrable impact – an increase in the number of women reporting incidents of unwanted sexual behaviour on the London transport network. Through harnessing the power of collective action and sense of unity among women, our campaign has helped to make travelling in London a safer and more pleasant experience for all

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: SOCIAL MEDIA ;Interactive TV/Video on Demand

Audience: Young Women (20-35)

Objectives: the creation of a virtuous circle of reporting, leading to prosecution, creating a significant deterrent to perpetrators to generate a reduction in incidences of unwanted sexual behaviour, is coming into place

Type: Business to Consumer

Classification: Regional

Language: English