Transport for London (TfL) is calling out the abuse faced by its staff with ‘Abuse Has Consequences’, a hard-hitting out-of-home campaign that shines a spotlight on the issue.
Developed by creative agency VCCP, the work will illustrate that any abuse against staff is unacceptable and will not be tolerated. TfL workers currently suffer around 200 incidents each week.
This latest creative will highlight the very real consequence of that abuse, which can often end in concrete prison time, as a means to deter any potential offenders.
“TfL is committed to doing all we can to eradicate workplace violence and aggression and protect our colleagues in their roles,” said head of customer marketing and behaviour change, Miranda Leedham.
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“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.”
With media planning and buying handled by Wavemaker UK, three iterations of the campaign will appear on digital out-of-home screens across the entirety of the London Underground network.
VCCP creative director, Simon Learman added: “TfL 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.“
