Client: Transport for London
This behaviour change campaign for Transport for London aims to help Londoners become active bystanders if they witness an incident of hate crime, sexual offences or harassment on the TfL network. Across long-form film, OOH and DOOH posters, as well as a partnership with four London football clubs, TfL taught Londoners a way to intervene that is safe and easy to remember: examples of contextually relevant “conversation prompts” that Londoners might use naturally. “Acting like a friend” turns passive witnesses into active bystanders and flips a negative experience of the network into a more welcoming place.
