{"id":16938,"date":"2023-07-12T14:55:47","date_gmt":"2023-07-12T13:55:47","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16938"},"modified":"2023-07-12T14:55:48","modified_gmt":"2023-07-12T13:55:48","slug":"journeys-with-tfl-keep-getting-brighter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/journeys-with-tfl-keep-getting-brighter","title":{"rendered":"Journeys with TfL keep getting brighter"},"content":{"rendered":"<div class=\"lazyblock-video-3gPGs 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:\/\/player.vimeo.com\/video\/844515067?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2apGUT 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><strong>Transport for London (TfL) <\/strong>with the help of agency of record <strong>VCCP<\/strong> <strong>London and Wavemaker UK<\/strong>, is today launching an awareness campaign for the ongoing huge range of improvements TfL is making across its network.<\/p>\n<p>The campaign aims to show Londoners how much TfL cares about its customers and what improvements are happening across their services whether it&#8217;s the Tube, buses, London Overground, DLR, Elizabeth line, trams, roads or Cycleways. This campaign supports the TfL Purpose: to move London forward safely, sustainably and inclusively<\/p>\n<p>Some of the many improvements that TfL have made include improvements to their bus fleet which is now entirely low or zero-emission (at the tailpipe), an expanded Cycleway network, step free access at over 200 stations \u2013 including Tube, DLR and more, and major improvements coming on four Tube lines in the future &#8211;\u00a0 the Circle, District, Hammersmith &amp; City, and Metropolitan lines. Upgrades have already been made on the DLR network and from 2024; TfL will introduce new, more spacious, walk-through, air-conditioned trains. Since 2016, the city\u2019s Cycleway network has more than trebled to over 340km, and there are plans with the London boroughs to expand it further. Travelling in a more efficient and safer way, TfL\u2019s promise to continually improve and be sustainable has never looked better or brighter for Londoners.<\/p>\n<p>The multi-channel campaign launches today and leads with a reportage style hero 40\u201d film directed by Simon Ratigan, who returns to work for TfL. Leaning into the visual metaphor of light to highlight the ways that TfL is improving its network, the film explores the various improvements, big and small, to make journeys in London greener, safer and more accessible for all. The film features a combination of TfL staff and real Londoners who work on or use the network and tells the story of a better London that has been made brighter by the whole range of innovations that TfL has to offer.<\/p>\n<p>Signalling a new creative platform for TfL, this creative direction will be used for all future improvement stories. The fully integrated campaign will also be present across the full TfL media estate. TfL worked with Wavemaker for the effective media planning of the campaign, ensuring maximum impact is achieved to reach Londoners both off and on the transport network.<\/p>\n<p>On the OOH and stills executions, photographer Ben Stockley, brought the \u2018Brighter\u2019 network to life. Featuring real Londoners and the network that they love and use every day, the best aspects of the infrastructure have been brought to life in a positive light, using a variety of photographic techniques.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Beyond OOH, the campaign comes to life in a variety of channels, from high impact press placements such as a Metro cover wrap, to online video, radio, digital OOH and other integrated channels.<\/p>\n<p><strong>Miranda Leedham, Head of Customer Marketing &amp; Behaviour Change at TfL said<\/strong>: \u201cKeeping London moving is central to everything we do and we know customers want to know how we\u2019re improving services and taking bold steps to be London\u2019s strong, green heartbeat \u2013 getting people around the city quickly and sustainably. By working with VCCP we are shining a light on the great work across our services that\u2019s helping our customers now and how we\u2019re preparing for the future.<\/p>\n<p>The Purpose campaign is a great way to help more of those travelling in London choose public transport, and every penny we receive through fares is reinvested back into the transport network.<\/p>\n<p><strong>Simon Learman, Creative Director at VCCP added<\/strong>: \u201cWe all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming. It will remind us how we all have cause for optimism with the massive investment in both current and future projects. These improvements will transform our city, how we travel and make all our journeys brighter.\u201d<\/p>\n<p><strong>David Graham, Strategy Partner at Wavemaker noted<\/strong>: \u201cTfL&#8217;s services keep London moving, working, and ultimately making it a better place to live. We live in one of the most dynamic cities in the world that is constantly evolving and over the last 160 years London Underground and, more recently, TfL has supported London\u2019s growth, providing it with one of the world\u2019s largest and most heavily used public transport networks. \u00a0More recently, the launch of the Elizabeth Line, the expanded cycleway network and ongoing upgrade of the bus fleet to greener buses are wonderful examples of TfL continuing to keep London moving forward.\u00a0 This campaign is a testament to the commitment and determination that goes into a world-class transport system, and we\u2019re thrilled to have played a part in showcasing that ongoing work in such an authentic way.\u201d<\/p>\n<p>TfL worked with agency partner <strong>VCCP <\/strong>and their content production studio,<strong> Girl&amp;Bear <\/strong>and digital Innovation company, <strong>Bernadette <\/strong>to bring the campaign to life.<\/p>\n<p>The campaign will run from today across TV, VOD, OLV, Digital and Print OOH including Bus Wraps and high impact formats and Press alongside CRM. The campaign will run alongside TfL\u2019s owned social and digital channels.<\/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-2jMD2x 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  carousel--with-indicators  \" 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\/2023\/07\/TfL-Still-Campaign-Select-2.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Still-Campaign-Select-2.jpg\" 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\/2023\/07\/TfL-Still-Campaign-Select-3.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Still-Campaign-Select-3.jpg\" 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\/2023\/07\/TfL-Still-Campaign-Select-4.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Still-Campaign-Select-4.jpg\" 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\/2023\/07\/TfL-Stills-Campaign-Select-1.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1.jpg\" 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                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1LoOJn wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming \n        <cite>Simon Learman, Creative Director <\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16938","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10365","capability_ids":["988","10107","10111","14075"],"hero_video":"","hero_image":{"ID":16943,"id":16943,"title":"TfL - Stills Campaign Select 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09:21:13","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","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\/2023\/07\/TfL-Stills-Campaign-Select-1-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Journeys with Transport for London keep getting brighter","meta-description":"Integrated campaign shines a light on the ongoing investment TfL is making through its improvement plan","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/07\/TfL-Stills-Campaign-Select-1-2.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14880,"post_author":"57","post_date":"2022-05-24 10:24:55","post_date_gmt":"2022-05-24 09:24:55","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"712047773\",\"blockId\":\"Z7ivWQ\",\"blockUniqueClass\":\"lazyblock-video-Z7ivWQ\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTfL celebrates the historic launch of the Elizabeth line with a new marketing campaign from VCCP that brings more of London together.\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL, has today launched the Elizabeth line which will transform travel across London and the South East by dramatically improving transport links, cutting journey times, providing additional capacity, and transforming accessibility with spacious new stations and walk-through trains.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL worked with UK agencies of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and\\u003c\\\/span\\u003e\\u003cb\\u003e Wavemaker \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto create the integrated campaign which celebrates the most significant upgrade to London\\u2019s transport network since the Jubilee extension. Stretching from Berkshire in the west, through central London and out to Essex in the east, the new work highlights how the Elizabeth line will be crucial to London's recovery from the pandemic, by providing transport users with new journey options across the capital and adding an estimated \\u00a342bn to the UK economy.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Elizabeth line launches with a beautiful 40\\u201d hero film directed by celebrated HLA Director,\\u003c\\\/span\\u003e\\u003cb\\u003e Simon Ratigan, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand the creative debuts the new purple Elizabeth line signage, as well as featuring recognisable elements of TfL\\u2019s iconic infrastructure. To elevate the state-of-the-art architecture of London\\u2019s newest railway, VCCP London worked with the \\u003c\\\/span\\u003e\\u003cb\\u003eChineke! Orchestra \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto record a bespoke arrangement of the famous waltz \\u2018Blue Danube\\u2019 by Johann Strauss. The Chineke! Orchestra brings together musicians from over 30 different nationalities and has just relocated their rehearsal space to Woolwich Works, a stones throw from the new Elizabeth line station. Their involvement is a fitting tribute to how the brand new service is bringing together more people and places, across London, than ever before.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThroughout the film, many of the incredible customer benefits of the new line are highlighted including step free access, more space and faster journey times. The orchestral track is complementary to the new train line, as the music builds to create a soaring crescendo which is a true celebration of the campaign strapline which is \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebringing more of London together\\u2019.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign targets London and the surrounding areas which the world class line will service as TfL connects more people and places together than ever before. The media communications strategy, as well as the planning and buying for this fully integrated campaign executed by \\u003c\\\/span\\u003e\\u003cb\\u003eWavemaker \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereflects this. High reaching, high impact media channels including TV and pan-London OOH are supported by a regional approach with VOD, Finecast and regional press to ensure the campaign reaches travellers across the Elizabeth line from Reading in the west and Shenfield in the east. This includes the adaptation of iconic TfL roundels with some of the Elizabeth line\\u2019s key benefits. Appearing in OOH across London, the roundel \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esigns have been reworked to include slogans such as \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eit\\u2019s here,\\u2019 \\u2018step free,\\u2019 more space,\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 and \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efaster journeys\\u2019\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein TfL\\u2019s signature sans-serif typeface to maintain TfL\\u2019s world-famous identity. Alongside this, TfL has also wrapped several iconic London buses with bespoke creative to celebrate the line and raise awareness of the Elizabeth line across the capital.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at Transport for London\\u003c\\\/b\\u003e \\u003cb\\u003esaid\\u003c\\\/b\\u003e\\u003cb\\u003e:\\u003c\\\/b\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cAt TfL we are incredibly committed to bringing our capital the best service possible and the opening of the Elizabeth line is set to be a truly historic moment for London and the UK. We\\u2019re delighted with the end product of our new campaign and we look forward to welcoming our customers to the Elizabeth line and bringing more of London together.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Learman, Creative Director at VCCP London\\u003c\\\/b\\u003e \\u003cb\\u003eadded:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u201cThe TfL network is the lifeblood of the nation\\u2019s capital, so we set out to create a film that celebrated how the new Elizabeth line will connect\\u00a0 more of London and beyond. It\\u2019s not every day you get to work on such a significant launch and with musicians of the stature of Chineke. This elegant and exhilarating film is a fitting tribute to the spectacular new Elizabeth line, brought to life through a truly wonderful orchestra.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\\u00a0Kelly Parker, Chief Operating Officer at Wavemaker UK commented: \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThe Elizabeth line is the jewel in the crown of the TfL network, connecting London from East to West. It was therefore vital that the strategy for the media communications, planning and buying reflected this reach, ensuring that everyone the new Elizabeth line touches can experience this beautifully created campaign. It\\u2019s been a pleasure to work with the team at TfL and VCCP London to create this elegant moment in time.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign for the Elizabeth line is live from today and will run in London for 6 weeks across TV, VOD, radio, online video, digital display, OOH, DOOH, print, CRM, Door Drops and special build bus wraps.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1KjxcF\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1KjxcF\"} \/-->","post_title":"TfL Elizabeth Line","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-elizabeth-line","to_ping":"","pinged":"","post_modified":"2022-05-27 14:24:34","post_modified_gmt":"2022-05-27 13:24:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14880","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16302,"post_author":"61","post_date":"2023-03-23 09:15:55","post_date_gmt":"2023-03-23 09:15:55","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eEveryone has the right to use public transport without fearing that they will be abused or experience a hate crime. This is why \\u003c\/span\\u003e\\u003cb\\u003eTransport for London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has a zero tolerance approach to all forms of abuse on its network and keeping customers safe is its top priority.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of its commitment, \\u003c\/span\\u003e\\u003cb\\u003eTfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with the help of agency of record \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has launched the integrated \u2018\\u003c\/span\\u003e\\u003cb\\u003eTfL Stands against Hate - Bystander Intervention\u2019\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBystanders can play an important role in preventing or discouraging incidents before they can and help victims feel less isolated.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo ensure that this campaign is helpful to customers, \\u003c\/span\\u003e\\u003cb\\u003eTfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked together closely with a team of experts to identify what actions people could take. They also worked with customer focus groups as the campaign developed to make sure it was informed by the people who will be using the transport network.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThrough research, TfL identified a genuine knowledge gap around indirect interventions like engaging with the victim of abuse rather than confronting the perpetrator and how this was more likely to diffuse the situation. This follows behavioural research revealing that 63% of customers said they would feel more confident in \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eintervening in an incident\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e if they had more information on how to help.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLondon-based Illustrator, Raj Dhunna, developed the campaign creative, taking into consideration the customer research. The campaign features distinctive illustrations that bring to life the different ways that travellers can safely intervene if they witness a hate crime or abuse. To achieve the executions Raj created visuals of a mouth, eyes and teardrops to visually convey the action people take. The three campaign executions are each based on specific behavioural asks, and within each the language has been crafted to be clear but also accessible to customers so that they feel empowered to safely intervene in an incident if they are a witness:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eDistract\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (mouth): \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIgnore the offender and a\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esk the targeted person simple, calm questions\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eDocument and report \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e(eyes): Note specific details of what you\u2019ve seen and report the incident\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eSupport\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (teardrops): After the event, offer help to the targeted person\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAlongside the iconic TfL branding, the creative also utilises the same colour palette and similar illustrative style to the existing \u2018Stands against Hate\u2019 campaign to ensure consistency and connection between the two.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe operate a zero tolerance approach to any abuse and hatred across the network and are working hard to tackle this behaviour. Through developing this campaign we understand that the information needs to be clear, simple and action-oriented. It is not enough to simply ask people to intervene. Specific and memorable behavioural prompts are the difference between knowing that you should intervene, and feeling that you can. That said, we do not expect customers to police the network but rather we want to give them enough information so they feel safe enough to support fellow customers if they witness a crime.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Group Creative Director at VCCP London added:\\u003c\/b\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe hear all too often about incidents that have happened on public transport and we want to help, but we just don\u2019t know how. Well, TfL identified this as an issue and I\u2019m so delighted that they continue to work hard to tackle it. Not just a campaign to say that they won't stand for hate crime on their network, but a campaign that teaches us all simple and memorable actions that are proven to make a difference. A campaign that lets us all stand together against hate crime. Proud.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Graham, Strategy Partner at Wavemaker UK added\\u003c\/b\\u003e \\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u0022We are proud to be supporting TfL\u2019s latest campaign to further improve the safety of those travelling across the network. By ensuring the media channels resonate perfectly with the campaign\u2019s target audience, TfL\u2019s zero-tolerance approach to hate crime, and the information needed for people to intervene, will not only be communicated clearly, it will also be understood. As a result, the network and the method of transport chosen should feel like a safe \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand welcoming place to all.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run throughout 2023 across DOOH and OOH on the rail and bus network as well as digitally on Pink News and in the Evening Standard. The campaign has been planned and executed by media agency Wavemaker UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2mfQap\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2mfQap\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Not just a campaign to say that they won't stand for hate crime on their network, but a campaign that teaches us all simple and memorable actions that are proven to make a difference. 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Proud.\",\"quotee\":\"Caroline Rawlings, Group Creative Director at VCCP London\",\"blockId\":\"1G026X\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1G026X\"} \/-->","post_title":"TfL Stands against Hate - Bystander Intervention","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-stands-against-hate-bystander-intervention","to_ping":"","pinged":"","post_modified":"2023-03-23 09:15:56","post_modified_gmt":"2023-03-23 09:15:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16302","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":13778,"post_author":"54","post_date":"2021-07-19 19:50:37","post_date_gmt":"2021-07-19 18:50:37","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"8PyA4qwC2gc\",\"blockId\":\"2g0nVq\",\"blockUniqueClass\":\"lazyblock-video-2g0nVq\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOur latest integrated campaign with \\u003cstrong\\u003eTfL\\u003c\\\/strong\\u003e turns their world famous signage into visual representations of activities and destinations that Londoners have missed during lockdown.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u2018Welcome back. Tube it. Bus it. Train it.\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTargeting \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eyo\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eunger 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eHead of Customer Marketing and Behaviour Change at TfL said:\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\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 \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand motivate them to get back to living life again to their fullest.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Learman\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eCreative Director at VCCP added:\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\\u201c\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL 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\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDirected by celebrated HLA Director, \\u003cstrong\\u003eSimon Ratigan\\u003c\\\/strong\\u003e, 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.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 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. 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