TfL has today (23 March) launched ‘Stands against Hate – Bystander Intervention’, its latest campaign to tackle the ongoing issues surrounding hate crime and abuse across its network.
Working in collaboration with its agency of record, VCCP and Wavemaker UK, the campaign is designed to encourage commuters to look out for each other by taking tangible action to stop abuse.
‘Stands against Hate – Bystander Intervention’ equips commuters with three helpful intervention techniques to use if they witness an incident; distract – by asking the targeted person simple, calm questions, document and report – by noting specific details of the incident and reporting it, followed by support – by helping the targeted person after the event.
The campaign was commissioned after 63% of commuters said that they would feel more confident in intervening in an incident if they had more information on how to do so.
“We operate a zero tolerance approach to any abuse and hatred across the network and are working hard to tackle this behaviour. Through developing this campaign we understand that the information needs to be clear, simple and action-oriented,” TfL head of customer marketing & behaviour change, Miranda Leedham said.
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“It is not enough to simply ask people to intervene. Specific and memorable behavioural prompts are the difference between knowing that you should intervene, and feeling that you can. That said, we do not expect customers to police the network but rather we want to give them enough information so they feel safe enough to support fellow customers if they witness a crime.”
Running throughout 2023, assets will be rolled out across the rail and bus networks via out-of-home as well as digitally on Pink News and in the Evening Standard.
VCCP group creative director, Caroline Rawlings added: “We hear all too often about incidents that have happened on public transport and we want to help, but we just don’t know how. Well, TfL identified this as an issue and I’m so delighted that they continue to work hard to tackle it.
“Not just a campaign to say that they won’t stand for hate crime on their network, but a campaign that teaches us all simple and memorable actions that are proven to make a difference. A campaign that lets us all stand together against hate crime. Proud.”
