{"id":19402,"date":"2024-12-10T16:01:21","date_gmt":"2024-12-10T16:01:21","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19402"},"modified":"2024-12-10T16:41:08","modified_gmt":"2024-12-10T16:41:08","slug":"tfl-london-overground-naming","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-london-overground-naming","title":{"rendered":"TfL London Overground Naming"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-2quJIx 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\">Transport for London (TfL) and creative agency of record VCCP London have launched a new campaign which brings awareness to the six newly-named London Overground lines, each of which aims to celebrate London\u2019s diverse history and culture.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This campaign builds on the announcement of the six new line names earlier this year. The changes were made to make the network easier to navigate. <\/span><span style=\"font-weight: 400\">Each line was given a new distinct name and colour, developed through engagement with TfL customers, stakeholders, historians, industry experts, staff and local communities, using the opportunity as a chance to celebrate the city\u2019s diversity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The six new lines are named: The Liberty line, The Lioness line, The Mildmay line, The Suffragette line, The Weaver line and The Windrush line.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign aims to engage and inspire Londoners across the network while creating a clearer and more intuitive experience for travellers navigating the Overground. The striking designs use vibrant colours to showcase each line\u2019s identity, acting as both practical aids for customers and artistic celebrations of the stories behind the names.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition to the visual elements, TfL has released a series of &#8216;Mind the Gap&#8217; podcasts, which delve into the historical and cultural significance of each line\u2019s name. These podcasts have become some of TfL\u2019s most popular to date, highlighting the genuine interest Londoners have in their city\u2019s heritage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run across London\u2019s transport network and will be promoted through a mix of out-of-home advertising, press, and in-station activities, ensuring visibility across the network. Media strategy and planning have been led by Wavemaker UK.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL<\/b><span style=\"font-weight: 400\">, said: \u201cThe London Overground has grown massively in size since its launch in 2007 and can sometimes be difficult to navigate for those visiting or using the lines less frequently. That\u2019s why we are dedicated to making the network more accessible while celebrating the diversity and history of our city through this campaign.\u201d\u00a0\u00a0<\/span><\/p>\n<p><b>Simon Learman, Creative Director at VCCP London<\/b><span style=\"font-weight: 400\">, added: \u201cWe wanted to both recognise and celebrate the contribution Londoners from all communities have made towards moving our city forwards. This is a wonderful opportunity to bring to life the characters and their stories as we journey through their neighbourhoods.\u201d\u00a0<\/span><\/p>\n<p><b>Oliver Halliwell, Managing Partner at Wavemaker UK,<\/b><span style=\"font-weight: 400\"> said: \u201cWe are proud to be part of such an important campaign that honours London\u2019s rich diversity and the communities that are now being so visibly recognised on London\u2019s iconic public transport network, while also making the network easier to navigate.\u00a0 We have worked with a blend of on and off network media touchpoints to ensure customers are prepared for the changes. Video across YouTube and social platforms connect to longer form content that encourage Londoners to immerse themselves in the stories behind the lines.\u201d<\/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-quote-full-width-1RPsh0 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        This is a wonderful opportunity to bring to life the characters and their stories as we journey through their neighbourhoods. \n        <cite>Simon Learman, Creative Director at VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19402","work","type-work","status-publish","hentry"],"acf":{"client_id":"10365","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19408,"id":19408,"title":"TEMPLATE FOR WEBSITE (12)","filename":"TEMPLATE-FOR-WEBSITE-12.png","filesize":1224693,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12.png","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-london-overground-naming\/attachment\/template-for-website-12","alt":"","author":"64","description":"","caption":"","name":"template-for-website-12","status":"inherit","uploaded_to":19402,"date":"2024-11-27 12:34:08","modified":"2024-11-27 12:34:08","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\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"TfL and VCCP London bring the newly-named London Overground lines to life with a new campaign that honours London\u2019s heritage","meta-description":"TfL and VCCP London bring the newly-named London Overground lines to life with a new campaign that honours London\u2019s heritage","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-12-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17217,"post_author":"64","post_date":"2023-08-25 12:10:51","post_date_gmt":"2023-08-25 11:10:51","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eTransport for London (TfL)\\u003c\/strong\\u003e, in partnership with \\u003cstrong\\u003eWavemaker\\u003c\/strong\\u003e \\u003cstrong\\u003eUK\\u003c\/strong\\u003e and VCCP London, is today launching a brand-new integrated campaign that aims to highlight both the value and the extraordinary modes of travel available to Londoners across the public transport network.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Champion Value\u2019 highlights the value and benefit that TfL customers get when they use the many travel modes, whether it be the Tube, buses, tram, London Overground, or the DLR, that TfL has to offer. Drawing on the strongest benefits of the TfL network: speed, convenience, frequency, and all-day travel the creative is accompanied by a consistent campaign message personalised to the mode of transport. For example, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cFor Fast, Think Underground\u201d.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e The campaign also highlights features including daily capping, off-peak times and the bus and tram Hopper fare, that continue to make public transport a great value option for Londoners and international visitors.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo achieve this, the creative developed by VCCP London, celebrates the moment people tap into the network and are transported to their destination via a colourful visual vortex of direction and speed. Using TfL\u2019s iconic brand assets, the high impact campaign brings together the colours of the network, card reader and roundel alongside authentic sounds and the people of London to create the visual feast.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA proudly all-London campaign, VCCP worked with London-based Director, \\u003cstrong\\u003eChristian Bevilacqua\\u003c\/strong\\u003e and photographer, \\u003cstrong\\u003eHanina\\u003c\/strong\\u003e \\u003cstrong\\u003ePinnick\\u003c\/strong\\u003e alongside a cast of Londoners who all use the TfL network themselves.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will span multiple channels including online film, digital content, posters and radio which will highlight the value of TfL\u2019s transport network, reminding the public how great the network they use every day is. The film and radio executions use iconic sounds from across the network, such as bus and tram bells, card readers, acceleration of the tube, and of course, \u201cMind The Gap\u201d. The radio SFX soundscape will punctuate the messaging with the sounds Londoners associate with travel and hear daily and were recorded on the network for authenticity.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will use digital out of home channels to target specific price messages to the exact zones, times of day and days of the week making sure that the campaign is relevant to a wide range of Londoners for both price and mode of transport. The media approach was planned and executed by Wavemaker UK with support from DOOH.com, and is another media-first for TfL. It ensures that each customer knows the fare they are paying and value they are getting at every step of their journey\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAll channels, selected to guarantee the campaign reaches all Londoners and visitors to the capital, will run until at least the end of 2023.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Champion Value\u2019 marks a new phase for TfL, moving from recovery post-pandemic to growing market share by showcasing the abundance of benefits of public transport over driving. This sits alongside the Mayor\u2019 of London\u2019s strategy to get 80 per cent of Londoners' trips made on foot, by cycle or using public transport by 2041.\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs such, TfL also announced improvements to the network communicated through its campaign, \u2018Brighter\u2019, early last month.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change, TfL, said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cPublic transport continues to be a vital part of London\u2019s economic recovery and we\u2019re immensely proud of our new campaign that celebrates the great value our public transport services offer our customers. The campaign emphasising the different benefits of each mode of transport, whether it\u2019s speed, cost or convenience, underpinned by our best value fares.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Graham, Managing Partner, Wavemaker UK, said: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThis is a very timely campaign that comes as customer\u2019s wallets are stretched. Londoners are still suffering from the repercussions of the pandemic, inflation is high, and the ongoing cost of living crisis is making matters worse. We\u2019re particularly proud of our addressable approach, which not only makes it immediately apparent how much a journey is set to cost but also impactfully demonstrates how much more cost-effective it is to use public transport overall.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"1RTbbL\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1RTbbL\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"By leaning into the iconic and much-loved graphic world of TfL, we remind Londoners how they are served by the best public transport system in the world. It\u2019s fast, well-priced and will energise their lives. Wherever and whenever you want to go, TfL is the answer.\",\"quotee\":\"Simon Learman, Creative Director, VCCP London\",\"blockId\":\"ZtiJfw\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZtiJfw\"} \/-->","post_title":"Champion Value","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"champion-value","to_ping":"","pinged":"","post_modified":"2023-08-25 17:43:57","post_modified_gmt":"2023-08-25 16:43:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17217","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18290,"post_author":"64","post_date":"2024-05-24 14:56:30","post_date_gmt":"2024-05-24 13:56:30","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTransport for London (TfL)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is launching its new \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018TfL Cycle Sundays\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign to encourage Londoners to embrace cycling this summer, in partnership with its agencies of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching this week, in time for the Ford \\u003c\/span\\u003e\\u003cb\\u003eRideLondon FreeCycle\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, this fully integrated OOH, digital and social campaign includes more than 60 localised cycling leisure routes carefully selected by TfL and its range of London cycling partners. The routes, available via the TfL website and TfL Cycle Sundays Club in the Strava app are part of the campaign aimed at promoting the exploration of local areas by bike and addressing barriers to cycling felt by many Londoners.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign supports TfL's goal of increasing the percentage of trips made by sustainable modes to 80% by 2041, up from 63% in 2015. TfL is targeting both new cyclists and those who have cycled within the past year to have a go at cycling.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo capture the essence of local exploration, the campaign uses real Londoners cycling through the city, alongside hand-drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink. The visual identity brings a sense of adventure and community to the campaign.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign also features cycling discounts and offers, and is promoted through D\/OOH, social media, radio, targeted digital audio, and TfL\u2019s owned digital channels. Engaging social media content on Meta and TikTok will build awareness and encourage Londoners to share their own #CycleSundays experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\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: \u201cWe know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are\u202fdelighted to be launching this exciting new programme.\\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\\u003e\u201cCycling is not only brilliant for your physical and mental health, but also is\u00a0a great way of getting around and seeing London. You don\u2019t even need your own bike to take part in Cycle Sundays. With around\u00a0800 Santander Cycles docking stations across London, you can start your Sunday by hiring a bike and exploring the city. \u202fWe hope that this new programme will enable more people from all backgrounds to start cycling and exploring new parts of London.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Creative Director at VCCP London, added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cCycling in London has an unfair image problem. Busy roads and lycra. By creating local routes perfect for a relaxed Sunday pootle and then flooding TfL\u2019s incredible media estate with images of real Londoners using them, we hope that people will realise how good it feels to cycle in the city.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018TfL Cycle Sundays\u2019 will run from May to the end of September, with media planning and buying led by Wavemaker. The campaign will also be announced by Will Norman, TfL\u2019s Walking and Cycling Commissioner, at the RideLondon FreeCycle event in Trafalgar Square on Sunday, 26th May. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z17QrEV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z17QrEV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are\u202fdelighted to be launching this exciting new programme. \",\"quotee\":\"Miranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL\",\"blockId\":\"ZfTDsd\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZfTDsd\"} \/-->","post_title":"Cycle Sundays","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cycle-sundays","to_ping":"","pinged":"","post_modified":"2024-08-11 12:07:39","post_modified_gmt":"2024-08-11 11:07:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18290","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19119,"post_author":"64","post_date":"2024-08-19 16:49:32","post_date_gmt":"2024-08-19 15:49:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTransport for London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e (TfL) has today launched a new campaign titled \u2018Abuse Has Consequences\u2019 to tackle violence and aggression against staff on the network, sending a strong message to offenders that it is not tolerated on TfL\u2019s services.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eWork-related violence and aggression has increased across all TfL modes with around 200 incidents reported on average every week.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTfL has seen an increase in all incidents of work-related violence and aggression, with higher numbers of verbal abuse, threats, hate and aggression being reported. In 2023\/24 there were 10,493 reports of work-related violence and aggression, compared to 9,989 in 2022\/23, an increase of 5 per cent. However, the number of incidents of physical violence reported recently has decreased. From 1 April to 22 June 2024, 197 physical incidents were reported by directly employed TfL staff, this is a 20% reduction compared to the same period last year, when there were 248 reported incidents. TfL hopes to continue seeing this downward trend through the widespread adoption of bodyworn video cameras, deployment of Transport Support Enforcement Officers and rollout of conflict management training.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTfL in partnership with its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\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, aims to challenge this behaviour with a D\/OOH campaign across the network which makes\u00a0 it clear that both physical and verbal abuse is a criminal offence with consequences.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eResearch carried out by \\u003c\/span\\u003e\\u003cb\\u003eThe Smaller Boat\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eVCCP worked with its global content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e and digital experience agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e to produce the campaign which incorporates visual elements of consequences such as prison bars, arresting handcuffs and fines to land the clear message that \u2018Abuse Has Consequences\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign uses real life incidents of staff abuse to send a clear message to perpetrators that they will be caught, and action will be taken. TfL will always work with the police to ensure anyone who assaults its colleagues is brought to justice. Examples of incidents highlighted in the campaign include:\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA young man who violently threatened and assaulted a female Customer Service Assistant during rush hour at King\u2019s Cross station in June 2023. He was sentenced to\u202f38 weeks in prison\u00a0\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA teenager who spat at and racially abused a Customer Service Assistant at Balham station during rush hour in May 2023. She was arrested and sentenced to 3 weeks in prison\u00a0\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400;\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eA 59-year-old man who verbally and physically assaulted a bus driver in Cromwell bus station in 2022. He was arrested and later sentenced to 20 months in prison\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTfL takes work-related violence and aggression extremely seriously and this new campaign is one element of TfL\u2019s work to ensure its staff are safe, feel safe and are supported.\\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\\u003c\/b\\u003e \\u003cb\\u003eat TfL\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e, said: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eTfL is committed to doing all we can to eradicate workplace violence and aggression and protect our colleagues in their roles. This new campaign takes a firmer, direct tone and aims to send a strong message to offenders that we do not tolerate any form of abuse towards our staff and we will push for the strongest penalties. This campaign is designed to aid the wider ongoing work across TfL to support our colleagues in tackling workplace violence and aggression.\u201d\u00a0\\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\\u003e Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eadded: \u201cTfL believes that all Londoners have the right to use the travel network without fear of violence or intimidation. That includes TfL staff. This work is deliberately blunt to deter potential perpetrators from acts of violence by revealing the harsh outcomes.\u201c\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eThe campaign will run across London\u2019s transport network from today with media planning led by Wavemaker UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"22gMSE\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-22gMSE\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1000316834\",\"blockId\":\"tkSmh\",\"blockUniqueClass\":\"lazyblock-video-tkSmh\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This campaign is designed to aid the wider ongoing work across TfL to support our colleagues in tackling workplace violence and aggression.\",\"quotee\":\"Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL\",\"blockId\":\"ZFBRvX\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZFBRvX\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-scaled.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22138%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-300x138.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-300x138.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-1024x471.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-768x353.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-1536x706.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-2048x942.jpg%202048w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:19147,%22link%22:%22https:\/\/www.vccp.com\/work\/tfl\/abuse-has-consequences\/attachment\/tfl09577-tfl-q2-asb-staff-abuse-handcuffs-lu-lo-el-tram-cc-06-1-4%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/TFL09577-TfL-Q2-ASB-Staff-Abuse-Handcuffs-LU-LO-EL-TRAM-CC-06-1-4-scaled.jpg%22,%22sizes%22:%22%22%7D\",\"blockId\":\"19jurk\",\"blockUniqueClass\":\"lazyblock-image-full-width-19jurk\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":19149,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/08\/Abuse-Has-Consequences-Tall-Image-639x1024.png\" alt=\"\" class=\"wp-image-19149\"\/><\/figure>\n<!-- \/wp:image -->","post_title":"Abuse Has Consequences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"abuse-has-consequences","to_ping":"","pinged":"","post_modified":"2024-08-21 12:58:37","post_modified_gmt":"2024-08-21 11:58:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19119","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\/19402","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\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}