{"id":13778,"date":"2021-07-19T19:50:37","date_gmt":"2021-07-19T18:50:37","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13778"},"modified":"2021-08-09T12:08:57","modified_gmt":"2021-08-09T11:08:57","slug":"tfl-welcome-back-tube-it-bus-it-train-it","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-welcome-back-tube-it-bus-it-train-it","title":{"rendered":"TfL &#8216;Welcome back. Tube it. Bus it. Train it.&#8217;"},"content":{"rendered":"<div class=\"lazyblock-video-2g0nVq wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n            <iframe data-src=\"https:\/\/www.youtube.com\/embed\/8PyA4qwC2gc?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Zn17di 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        <p><span style=\"font-weight: 400\">Our latest integrated campaign with <strong>TfL<\/strong> turns their world famous signage into visual representations of activities and destinations that Londoners have missed during lockdown.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The TfL network is the lifeblood of the City of London, connecting all corners of the nation\u2019s capital in a way that no other city on the globe is able to, and enabling people to live their best lives. Throughout 2019 TfL\u2019s underground network provided affordable and efficient transportation to over 1.34bn passengers. Yet, with government restrictions in place, working from home and London\u2019s activities closing all due to Covid-19, it made these once everyday events become a faint memory of the past.\u00a0<\/span><\/p>\n<p>\u00a0<\/p>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We\u2019ve used the much loved, iconic signage across the campaign to remind people of its role in their daily lives and what makes London so unique.          <cite>Simon Learman, Creative Director at VCCP<\/cite>        <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>\u2018Welcome back. Tube it. Bus it. Train it.<\/b><span style=\"font-weight: 400\">\u2019 welcomes back the public and encourages them to go back out and take part in all the activities and destinations they have missed with TfL and their services, be it by Tube, bus, train, tram, riverboat or Airline.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Targeting <\/span><span style=\"font-weight: 400\">yo<\/span><span style=\"font-weight: 400\">unger Londoners aged between 18 and 44 years old, who are ready to get back to living life, the film reminds Londoners that public transport isn\u2019t just about routes and timetables. It\u2019s about our lives. The film features real members of the public to authentically communicate the personal journeys that we all take with the TfL network.\u00a0<\/span><\/p>\n<p><b>Miranda Leedham<\/b><span style=\"font-weight: 400\">, <\/span><b>Head of Customer Marketing and Behaviour Change at TfL said:\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">\u201cIn my opinion very few brands are so linked to a city as TfL is to London. When VCCP first showed us this campaign as part of their pitch presentation, we were delighted to see our network, our most recognisable branding devices and our role as the facilitator of London life all brought to life in such a charming way. We hope that this campaign will welcome Londoners back <\/span><span style=\"font-weight: 400\">and motivate them to get back to living life again to their fullest.&#8221;<\/span><\/p>\n<p><b>Simon Learman<\/b><span style=\"font-weight: 400\">, <\/span><b>Creative Director at VCCP added:\u00a0<\/b><\/p>\n<p><b>\u201c<\/b><span style=\"font-weight: 400\">TfL and London are inseparable. No other brand reflects the city more and shares so much in both its success and hard times. Its world famous, iconic signage and transport are proud emblems of our city. We\u2019ve used the much loved, iconic signage across the campaign to remind people of the role of TfL in their daily lives and what makes London so unique.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Directed by celebrated HLA Director, <strong>Simon Ratigan<\/strong>, the shoot was conducted in the tightest levels of lockdown, forcing the AV and Stills team into new approaches which required the highest level of safety precautions. A small mobile crew spent three days on the network, touching all parts of London and shooting real people using the network, rather than actors, allowing us to get real emotions and reflect the true character of London and the TfL network.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The integrated campaign will run until the end of September rolling out across TV, VOD, social media executions across Facebook, Instagram and Twitter. OOH, online video across YouTube as well as CRM. Alongside this, Wavemaker Content partnered TfL with TimeOut magazine for print and digital content.<\/span><\/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-carousel-2cwKAT wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0003.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0003.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0007.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0007.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0019.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0019.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0012.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_Welcome_Back_Stills.0012.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":54,"template":"","class_list":["post-13778","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10107","10108"],"client_id":"10365","hero_video":"","hero_image":{"ID":13780,"id":13780,"title":"TFL \u2018Welcome back. Tube it. Bus it. Train it.\u2019 by VCCP","filename":"TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1.png","filesize":1978213,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1.png","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-welcome-back-tube-it-bus-it-train-it\/attachment\/tfl_40sec_wip_master_12_05_21_viewing-qt-00_00_37_14-still003-1","alt":"","author":"54","description":"","caption":"","name":"tfl_40sec_wip_master_12_05_21_viewing-qt-00_00_37_14-still003-1","status":"inherit","uploaded_to":13778,"date":"2021-07-19 18:13:57","modified":"2021-07-19 18:14:51","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"TfL 'Welcome back. Tube it. Bus it. Train it' by VCCP","meta-description":"VCCP's latest integrated campaign with TfL turns their world famous signage into visual representations of activities and destinations that Londoners have missed during lockdown.\u00a0","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/TFL-WELCOME.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13589,"post_author":"44","post_date":"2021-06-17 16:48:53","post_date_gmt":"2021-06-17 15:48:53","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLondon hosts an extremely diverse population of more than nine million people. With a rich history of multiculturalism, a broad range of faiths, nationalities and backgrounds, the nation's capital has one of the most diverse populations on the planet. Despite this rich diversity being a source of pride and unity for many, instances of hate crime still occur across London's transport network.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOur latest integrated campaign for TfL 'Serious Worrying Incidents' launched across Pink News (digital display), Metro London (cover-wrap), Facebook and Instagram Stories. With support from VCCP CX and Wavemaker, this campaign encouraged the public to take an active stance against hate crimes across the TfL network. This is part of a larger campaign which will tackle all incidents on the transport network, including staff abuse and drunken aggression.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe ambition of the campaign was to create real societal change which could only be achieved through collective action amongst customers and staff. \\u2018TfL stands against Hate\\u2019 aspired to provoke a proactive response amongst commuters. TfL delivered a rallying call to all passengers to raise their hands in support of tackling hate crimes across the TfL network.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL is committed to improving the ways in which it tackles hate crimes that occur on London\\u2019s transport network and to better understand the lived experiences of BAME, LGBTQ+ and disabled commuters. In light of this, TfL took a stand and called all Londoners to support the #TogetherAgainstHate movement. This encouraged Londoners to pledge to a commitment to end hate crimes across the TfL network. #TogetherAgainstHate sought out to debunk hate crimes, encourage the reporting of incidents and most importantly, encourage solidarity.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe creative was made up of distinctive illustrated hands, which were displayed across the TfL network and social media platforms through GIFs and Instagram effects alongside digital OOH executions - all created in-house by VCCP CX. These illustrations featured the iconic TfL branding in their design and served as symbols of inclusion and togetherness. Commuters and TfL staff will be able to see these beautiful reminders of TfL\\u2019s efforts to stop hate crime.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL are creating a blog and social films, featuring real TfL staff sharing their own personal stories of hate crimes across London\\u2019s transport network. A number of influential podcast hosts such as Dane Baptiste Questions Everything; Too Peas in a Podcast; HipHop Saved My Life; A Gay and A Non Gay; and Intelligence Squared; will share their own experiences. Running in parallel, an influencer partnership programme will see personal stories of hate crime posted on Instagram.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn addition, there was a collaboration with media partner PinkNews to host three bespoke editorial content pieces on www.pinknews.co.uk and promote them on its social channels. The content focused on individuals who had been subjected to hate crime on the TfL network, sharing their personal experiences. These personal accounts served as powerful reminders of the reasons why London\\u2019s commuters need to stand #TogetherAgainstHate.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAlongside this, a Metro cover wrap promoting the campaign went live on 14th June across London.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Chan\\u003c\\\/b\\u003e\\u003cb\\u003ege at TfL, commented: \\u003cem\\u003e\\u201c\\u003c\\\/em\\u003e\\u003c\\\/b\\u003e\\u003cem\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe're doing everything we can to stamp out all forms of hate crime to ensure our transport network remains a safe and welcoming place for everyone. Our new campaign sets out our stance and invites fellow Londoners to join the conversation.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eGavin Laisby, Managing Partner at Wavemaker,\\u003c\\\/b\\u003e \\u003cb\\u003eadded\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003cem\\u003e\\u201cWe stand by TfL and its campaign to build further awareness of, and to ultimately put a halt to, hate crime on its public transport network. It was therefore vital that this provocative call to action campaign for Londoners to stand #TogetherAgainstHate reached and resonated with as many TfL customers and staff as possible. By planning and implementing an integrated multi-channel media campaign - from digital display and media cover wraps to social media - and using a wide range of influential voices we were able to achieve that goal. The diverse and thought-provoking stories can be accessed and read, and action can be taken, from Amersham to New Addington, and beyond. We are proud to be working with such a forward-thinking provider on a thought-provoking campaign.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eCaroline Rawlings, Group Creative Director, VCCP:\\u003c\\\/strong\\u003e \\u0022\\u003cem\\u003eIt\\u2019s a shame that this campaign needs to exist at all as we know that so many Londoners are categorically against hate crime. That\\u2019s why we chose to fill the network, city and social with hundreds of hands raised in solidarity. We hope that this feeling of people in every corner of the city standing together against hate will help victims and witnesses of hate crime to report it and those who commit it to stop. Because London and TfL agree that hate crime has no place on our transport network.\\u0022\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"DvoHx\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-DvoHx\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2226065-TFL-Q1-ASB-SWI-Hands-648x405px-Abuse-BTP-2%22,%22caption%22:%22%22,%22id%22:13620,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13620%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/26065-TFL-Q1-ASB-SWI-Hands-648x405px-Abuse-BTP-2.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%2226065-TFL-Q4-ASB-SWI-Hands-648x405px-DrunkenAbuse-BTP%22,%22caption%22:%22%22,%22id%22:13617,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/tfl\\\/tfl-stands-against-hate-on-public-transport\\\/attachment\\\/26065-tfl-q4-asb-swi-hands-648x405px-drunkenabuse-btp%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/26065-TFL-Q4-ASB-SWI-Hands-648x405px-DrunkenAbuse-BTP.jpg%22%7D%7D%5D\",\"blockId\":\"kAodt\",\"blockUniqueClass\":\"lazyblock-two-column-images-kAodt\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%2226065-TFL-Q1-ASB-SWI-Hands-1152x580px-Group-BTP%22,%22caption%22:%22%22,%22id%22:13714,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/work\\\/tfl\\\/tfl-stands-against-hate-on-public-transport\\\/attachment\\\/26065-tfl-q1-asb-swi-hands-1152x580px-group-btp%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/26065-TFL-Q1-ASB-SWI-Hands-1152x580px-Group-BTP.jpg%22%7D\",\"blockId\":\"13ALch\",\"blockUniqueClass\":\"lazyblock-image-full-width-13ALch\"} \/-->","post_title":"TfL stands against hate on public transport","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-stands-against-hate-on-public-transport","to_ping":"","pinged":"","post_modified":"2021-07-22 11:24:32","post_modified_gmt":"2021-07-22 10:24:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13589","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"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"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/13778","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\/54"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=13778"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}