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Transport For London: Act Like a Friend
Transport for London (TfL) has launched its new campaign, ‘Act Like a Friend’, developed with creative agency of record VCCP and WPP Media’s Wavemaker team, which developed the strategy and media planning. The campaign aims to empower passengers to safely intervene when they witness hate crime, sexual harassment or offences on the network, while reinforcing the message that criminal behaviour has serious consequences. This new behaviour change campaign launches during National Hate Crime Awareness Week (11-18th October) and shows Londoners ways to step in safely when they see someone being harassed or abused. Running alongside it is ‘Tackling Crime’, a complementary strand that reminds perpetrators that enforcement is active, visible, and effective. At the heart of the ‘Act Like a Friend’ campaign is a powerful behavioural insight: in the moment, many Londoners want to help but aren’t always sure how to. Research showed that people often feel paralysed without a clear, simple action. 'Act like a friend' answers this with easy, intuitive ways bystanders can defuse the situation by supporting the victim, rather than confronting the perpetrator - whether that is pretending to already know the victim, starting up a friendly conversation with them, or simply asking them if they are okay. By reframing bystander action as something as natural as 'being a friend', the campaign creates a safer space for travellers. This latest phase builds on TfL’s ongoing bystander intervention messaging first launched in 2022, which encourages Londoners to intervene when it’s safe to do so.
Managing Partner: Lindsey George Related |
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