{"id":12124,"date":"2020-09-25T13:13:00","date_gmt":"2020-09-25T12:13:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=12124"},"modified":"2021-03-25T15:47:49","modified_gmt":"2021-03-25T15:47:49","slug":"small-words-big-impact","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/small-words-big-impact","title":{"rendered":"Small Words. Big Impact."},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z12rUgt wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/24579-TfL-ASB-Travel-Kind-Be-Kind-6s-HR.png 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/24579-TfL-ASB-Travel-Kind-Be-Kind-6s-HR.png\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>TfL want to encourage positive travel behaviours to help ensure smoother journeys for all. Their new campaign, created by VCCP with illustrator Toby Triumph, was designed to encourage passengers to be a little kinder to one another as they use public transport.<\/p>\n<p>The bright colour palette draws attention to the important message delivered through modern, bold fonts, communicating to travellers in a friendly and welcoming way. This work is part of the broader TfL safety campaigns which will be released throughout the year.<\/p>\n<p>The work will appear as posters and DOOH across the TfL transport network, prompting people in the moment, encouraging them to think about and ultimately change their travel behaviours towards one another. As people get used to traveling on the network again, TfL aims to launch another wave of these bold illustrations with freshly relevant behaviours later in the year.<\/p>\n<p><strong>Miranda Leedham, Head of Customer Marketing and Behaviour Change at Transport for London, said<\/strong>: <em>\u201cWe want to reassure customers travelling on our network that we have been doing everything we can to make sure it is clean and safe, whilst also encouraging considerate behaviour towards each other. This campaign is important as it reminds us all that there are simple things we can also do to make everyone\u2019s journey a bit more comfortable.\u201d<\/em><\/p>\n<p><strong>Simon Learman, Creative Director VCCP added:<\/strong><em> \u201cWe chose to work with illustrator Toby Triumph as his work is both disarming and direct. His masterful use of typography enabled us to create powerful, highly compelling and fun illustrations.\u201d<\/em><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-2sahJn wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-13.02.35.png\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":24,"template":"","class_list":["post-12124","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10105"],"client_id":"10365","hero_video":"","hero_image":{"ID":12131,"id":12131,"title":"Screen Shot 2020-09-29 at 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may also like","relateditems":[{"relateditem":{"ID":10804,"post_author":"1","post_date":"2020-06-26 13:36:08","post_date_gmt":"2020-06-26 12:36:08","post_content":"<!-- wp:lazyblock\/text-full-width {\"heading\":\"Transport for London has launched a campaign to provide Londoners with advice on travelling safely.\",\"text\":\"\\u003cdiv\\u003eAs government advice has changed throughout the lockdown and beyond, TfL needed to respond accordingly, to ensure customers were clear on how best to behave.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe campaign provides information on TfL\u2019s Restart plan.\u00a0 This includes key messaging and advice across multiple travel behaviours including washing hands before and after travel, choosing less congested off-peak times for essential journeys, finding an alternative way to travel, such as by bike or on foot and continuing to work from home if possible.\u00a0\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe simple communications provide a rallying cry to unite TfL and Londoners in doing their bit to make travel safer and more sustainable.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eThese communications have a significant role to play in keeping every Londoner safe during the Coronavirus pandemic. Holding such importance, VCCP journeyed back to TFL\u2019s core brand identity and assets, to develop a campaign which would offer feelings of familiarity, certainty and reassurance during what is an uncertain time.\\u003c\/p\\u003e\",\"blockId\":\"Z2vwmTo\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2vwmTo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThe clear and calm tone of voice guides Londoners, while the simple design vehicle ensures the public information messaging is clearly communicated and agile enough to accommodate fast turnaround reactive comms.\u00a0 The messaging needed to change as quickly as the advice did.\u00a0 Most recently, in line with government advice, the campaign has alerted Londoners that face coverings are becoming mandatory on public transport.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003cbr \/\\u003eOn the new campaign, Miranda Leedham, Head of Customer Marketing and Behaviour Change at TFL said:\u00a0\\u003ci\\u003e\u201cThis has clearly been a difficult time for everyone in London and, with TfL being so intrinsically linked to the city as a whole, it\u2019s one of he biggest challenges I\u2019ve faced in my time here.\u00a0 During a period of uncertainty, our customers are seeking clarity from us more than ever before. VCCP have helped us to create a hugely important set of communications that aims to help everyone stay safe, while London gets back on its feet.\u201d\\u003c\/i\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eSimon Learman, Creative Director at VCCP added:\u00a0\\u003ci\\u003e\u201cWorking closely with TfL, we're immensely proud to have delivered such an important and clear set of communications that evokes visions of the brand\u2019s rich history for bold graphic communications. More than anything we hope it works and helps Londoners travel safer.\u201d\\u003c\/i\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe campaign has launched across OOH, Digital and Radio.\u00a0\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eAs a result of this campaign, 64% believe that TfL are communicating well with customers, a 10% increase since before the communications went live.\u00a0\\u003c\/p\\u003e\",\"quote\":\"These communications have a significant role to play in keeping every Londoner safe\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22REA__VCCP_TfL_MUG%22,%22caption%22:%22%22,%22id%22:10806,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10806%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/REA__VCCP_TfL_MUG.jpg%22%7D\",\"blockId\":\"20N2YA\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-20N2YA\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We're immensely proud to have delivered such an important and clear set of communications that evokes visions of the brand\u2019s rich history for bold graphic communications\",\"quotee\":\"Simon Learman, Creative Director, VCCP \",\"blockId\":\"Z2gyp7x\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2gyp7x\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Screen-Shot-20200626-at-113810%22,%22caption%22:%22%22,%22id%22:10807,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10807%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20200626-at-113810.jpg%22%7D\",\"blockId\":\"1cXUWN\",\"blockUniqueClass\":\"lazyblock-image-full-width-1cXUWN\"} \/-->","post_title":"Let's Make Sure Every Journey Matters","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"lets-make-sure-every-journey-matters","to_ping":"","pinged":"","post_modified":"2020-08-25 18:35:13","post_modified_gmt":"2020-08-25 17:35:13","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10804","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10534,"post_author":"1","post_date":"2018-06-04 10:33:00","post_date_gmt":"2018-06-04 09:33:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"281831100\",\"blockId\":\"HTwwu\",\"blockUniqueClass\":\"lazyblock-video-HTwwu\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eIn 2018, London reached its annual air quality limit in less than a month. Because of that, Transport for London and the Mayor have plans in place to tackle the problem and improve air quality for Londoners.\\u003c\/p\\u003e\\n\\u003cp\\u003eOne of those plans is the introduction of the Ultra Low Emission Zone (ULEZ) from April 2019. This campaign is designed to drive awareness of the poor quality of London\u2019s air, as well as to introduce the Ultra Low Emission Zone that is designed to help clean it up.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe issue of air quality is challenging. Firstly, due to it being invisible, poor air quality is not seen as an urgent concern. Furthermore, people are resigned to it and struggle to see how they, alone, can make a difference. So how do we create both impact and urgency around an intangible issue that is currently perceived as tomorrow\u2019s problem?\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign we created focused on those who are affected most by the poor quality of London\u2019s air; the capital\u2019s children. The shocking fact is, every single child in London is breathing toxic air every day, mainly caused by vehicle pollution, which has long-term consequences on their health. Air pollution is as insidious as it is invisible.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe film brings this to life, with an emotive story, showing how children are affected everyday at school. It tells the story of a school playtime. Children are enjoying themselves in their playground.\u00a0As they play, we see the children surrounded by floating orbs and, whilst they don\u2019t notice or interact with the orbs at all, the orbs are everywhere. The end of the film reveals that the orbs are in fact a visual metaphor for air pollution.\\u003c\/p\\u003e\",\"quote\":\"1.9 million children in London breath toxic air daily mainly caused by road vehicles.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22ulez_image%22,%22caption%22:%22%22,%22id%22:10559,%22link%22:%22https:\/\/www.vccp.com\/work\/tfl\/ultra-low-emission-zone\/attachment\/ulez_image\/%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/ulez_image.jpg%22%7D\",\"blockId\":\"Z1ttORR\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1ttORR\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%2221384%20TfL%20ULEZ%20Framing%20Pan%20Lon%2048s%20Campaign%22,%22caption%22:%22%22,%22id%22:10556,%22link%22:%22https:\/\/www.vccp.com\/work\/tfl\/ultra-low-emission-zone\/attachment\/21384-tfl-ulez-framing-pan-lon-48s-campaign\/%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2018\/06\/21384-TfL-ULEZ-Framing-Pan-Lon-48s-Campaign-scaled.jpg%22%7D\",\"blockId\":\"Z5wlQg\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z5wlQg\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"To further land the message in the choice of music, VCCP worked with the London Youth Choir to rework the Hollies classic \u201cThe Air that I breathe\u201d into a moving child\u2019s plea to Londoners to clean up the air. In the display, they captured a series of beautiful portraits of London\u2019s school children who will be directly affected by the Ultra Low Emission Zone.\",\"blockId\":\"RVRaC\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-RVRaC\"} \/-->","post_title":"Ultra Low Emission Zone","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ultra-low-emission-zone","to_ping":"","pinged":"","post_modified":"2020-08-25 19:59:24","post_modified_gmt":"2020-08-25 18:59:24","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10534","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false}],"hide_related_items":[],"visible_on_home_page":[],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/12124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/24"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=12124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}