Look Up
Earnies
Client: TFL
Pregnant women and people with disabilities are frequently denied a seat London’s Underground. Why? Because people slouch with their heads down, staring at their phones, unaware of those in need of a pew. Earnies took to London commuters’ favourite social media platform, LinkedIn, to offer TfL the solution. A campaign called Look Up. The creative solution was a simple behavioural nudge for commuters; a sticker designed for the floor of the carriage, beneath their feet that said just that… LOOK UP, give this seat to anyone who needs it more. 1,200 likes and 750,000 LinkedIn impressions later, TfL responded. Yes! They’d do it. Just two weeks later, they had created the signage, placing it on the DLR. Not content with just one tube trial, Our CD Lucy Baker penned a parody song, riffing off the iconic “London Underground” anthem by Adam Kay. Cue coverage in The Metro, Daily Star, The Daily Express, Metro Online and more, resulting in 366M reach. No media budget, no big production, just a sharp insight, a floor sticker idea, and the rallying of the commuting community, resulting in TfL action and a potential citywide rollout. We didn’t just raise awareness; we nudged real-world behaviour on one of the world’s busiest transport networks, turning passive passengers into kinder commuters. And we did it all with a LinkedIn post, a piano, and precisely £0.