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With an average of 200 incidents reported weekly, our new campaign with Transport for London ‘Abuse Has Consequences,’ sets out to address the growing violence and aggression against staff across the network. The D/OOH campaign emphasises that both physical and verbal abuse are criminal offences with serious consequences. In 2023/24, there were 10,493 reports of work-related violence and aggression, a 5% increase from the previous year. However, incidents of physical violence have decreased by 20% recently, thanks to measures like the adoption of body-worn cameras, deployment of Transport Support Enforcement Officers, and conflict management training. 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. We worked with our 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 land the clear message that ‘Abuse Has Consequences’.

CAMPAIGN CREDITS 1/1 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 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

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CAMPAIGN CREDITS 3/3 - Bernadette ASSOCIATE PROJECT DIRECTOR: Bobby Parmar SENIOR PROJECT MANAGER: Darryl Lally MOTION DESIGN: Dexter Marshall & Mykyta Karpov DESIGN DIRECTOR: Will Aslett Wavemaker UK STRATEGY LEAD: Joseph Wood PLANNING DIRECTOR: James Spencer PLANNING MANAGER: Megan McConnell PLANNING EXECUTIVE: Alex Rae

CAMPAIGN CREDITS 2/3 - Girl&Bear AGENCY CREATIVE PRODUCER: Jessica Cross  SENIOR DESIGN DIRECTOR: Adam Edwards SENIOR ARTWORKER: Paul Craig DEPUTY HEAD OF ARTLAB: Scott Mitchell ASSISTANT STUDIO MANAGER: Thomas Whetnall RETOUCHERS: Stanley's Post PHOTOGRAPHER: Lol Keegan

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