Brief:
TfL wanted to tackle violence against women and girls on their transport networks by raising awareness of actions bystanders can take when they see worrying incidents on the network.

The Idea:
TFL UPSTANDERS
Sharing true intervention stories, to amplify experiences of bystanders who  have responsibly and safely stood up against violence against women and girls using TfL approved advice.

What We Did:
We created a multi-faceted campaign aimed at educating at informing bystanders (both male and female) on how to safely intervene and become an 'Upstander'.

This included a video carousel and Reel featuring our contributor Emma telling her story of being a bystander, which highlighted how one small action could have significant impact. We also created a carousel with simple steps which consolidated the official advice from the TfL network and British Transport Police.

An article was produced for the site that contained the same advice, as well as directing readers to potential support networks. 

The client wanted us to ensure we were hitting London residing audience members, so we employed a paid media strategy and Display plan for the campaign that ensured we were reaching this area in majority.

The Results:
We generated a huge 14.6M impressions and and 36k article clicks, and with nearly 80k engagements the carousel was LADbible's second most engaged branded carousel of 2023 at the time of review. It was also covered by PR Week.

The sentiment in the comments was also overwhelmingly positive for such a sensitive topic, speaking to how successful the casting was.

Creative: Saskia Rimbaut
Creative Producer: Josie Otton
Director: Jessie Ayles
Producer: Hannah Tilley
Production Coordinator: Aishah Kibria
Account Director: Naomi Missen
Group Head: Lucy-Jane Walker
DOP: Natalia Safronova
Camera Op: Kristiana Zhekova
Camera Assistant: Dan Howe
Gaffer: Elena Armellini 
Sound Op: Erin Millican
Contributor: Emma Rego
Psychological Coach: Marcie Ferros