'Deliberately blunt' TfL ads expose real-life staff abuse

Transport for London is using real-life incidents of staff abuse to send a clear message to perpetrators that they will be caught, and action will be taken in a new out of home campaign running across its network.

The “Abuse Has Consequences” activity, devised by VCCP, comes amid an increase in all incidents of work-related violence and aggression, with higher numbers of verbal abuse, threats, hate and aggression being reported by TfL staff.

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%. even though the number of incidents of physical violence reported recently has decreased.

From April 1 to June 22 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.

Research carried out by The Smaller Boat 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.

VCCP worked with its global content creation studio Girl&Bear and digital experience agency Bernadette to produce the campaign which incorporates visual elements of consequences such as prison bars, arresting handcuffs and fines to land the clear message that “Abuse Has Consequences”. Media is being led by Wavemaker UK.

Examples of incidents highlighted in the campaign include a young man who violently threatened and assaulted a female customer service assistant during rush hour at King’s Cross station in June 2023. He was sentenced to 38 weeks in prison.

It also features a 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 three weeks in prison, in addition to a 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.

TfL head of customer marketing and behaviour change Miranda Leedham said: “TfL 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.”

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.”