The campaign was executed by creative agencies Wavemaker, VCCP and OTM, to send a strong and collaborative message that sexual harassment is not tolerated on TFL’s services.

It aims to raise awareness of what constitutes as sexual harassment and de-normalise the acceptance of these behaviours. By raising awareness of these issues, TfL hopes to encourage those on London transport to look out for one another and report harmful behaviour.

Miranda Leedham, head of customer marketing & behaviour change at TfL says, “No one should be subjected to sexual harassment on our transport network and we are determined to challenge acceptance of these behaviours. This new campaign, combined with tactics to improve education and awareness, will be pivotal in demonstrating that any form of sexual assault will quite simply not be tolerated on our network"

While sexual harassment disproportionately impacts women and girls, but the campaign is purposefully inclusive to all genders as it can be experienced by anyone. Across the TfL network, as well as at digital sites, the creative breaks down some of the different types of sexual harassment that can occur. The language is clear and concise to define the behaviour and provide direct points of action for bystanders and victims.

The campaign will feature in press across London alongside regional publications. Podcast companies, Acast and AudioPlus, will also feature supporting campaign stories across multiple shows including The Guilty Feminist and Changes.

Creative agency, Wavemaker, was responsible for the planning and implementation of the media and content strategy. OTM adapted the creative to OOH sites and VCCP worked on the customer relationship management.