In recent research, the Department for Transport found that, in the UK, one in four disabled people say negative attitudes from other passengers prevent them from using public transport. This equates to millions of people who feel they can’t get around. So, with ‘It’s Everyone’s Journey’ we set out to raise awareness of this troubling insight, and how we can all play a part in making a more inclusive transport system for everyone.
We designed charming animal characters as simple visual metaphors, highlighting the bad habits we’re all guilty of. Two thirty-second empathetic films established the overall sentiment of our campaign and got the nation whistling along to our original song.
In the animated spots, we depict the journeys of six commuters with visible and invisible impairments, encountering everyday challenges. From a train platform with a stampeding commuter, to finding a seat when every passenger is hidden inside their tortoise shells, our films show the power of change when given the opportunity to reflect on our less than considerate behaviour.
The campaign is composed of two hero films, commuter-friendly cut downs pushed on social, out-of-home, press and two radio spots, all designed to create a more considerate travelling environment for everyone.