MASTERCLASSING

TFL launches #TogetherAgainstHate campaign

Gabby Fernie

Transport for London (TfL) has launched a campaign with integrated communications agency VCCP and Wavemaker to rally the public against hate crime on public transport. 

Launching across Pink News (digital display), Metro London (cover-wrap), Facebook and Instagram Stories ‘Serious Worrying Incidents’ is an integrated campaign, aiming to encourage the public to take an active stance against hate crime across the TfL network and is part of a larger campaign which will look to tackle all incidents on the transport network, including staff abuse and drunken aggression.

The #TogetherAgainstHate movement will educate Londoners by debunking hate crimes, encouraging the reporting of incidents and encouraging solidarity.

The creative is made up of distinctive illustrated hands, which will be displayed across the TfL network and social media platforms through GIFs and Instagram effects, alongside digital OOH executions. These illustrations feature the iconic TfL branding in their design and serve as symbols of unity and inclusion.

TfL is also creating a blog and social films, featuring real TfL staff sharing their own personal stories of hate crimes across London’s 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.

In addition, there will be a collaboration with media partner PinkNews to host three bespoke editorial content pieces on its website and promote them on its social channels. The content focuses on how three individuals have been subjected to hate crime on public transport in London - sharing their stories of what happened to them, how it made them feel and encouraging others to take action if it happens to them or they witness it happening.

A Metro cover wrap promoting the campaign went live on 14 June across London.

We'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" said Head of Customer Marketing & Behaviour Change at TfL, Miranda Leadham.