First Capital Connect – 'Using & Enjoying the Railways'

Rather than shock tactics and aggressive finger wagging, The Modern Day Guide To Train Etiquette set out to engage with passengers on a more entertaining level, using a gentlemanly framing device and a series of entertaining illustrations to address modern behaviour issues.

Posters delivered key messages, whilst a more in-depth leaflet handed out at stations let the campaign’s personality take centre stage.

Not all of the concepts made the cut!

The campaign was rolled out across 4 phases.

It featured on BBC regional news and ITV.com, as well as a range of other news and blog sites. Social media response was positive, whilst interviews with passengers proved the campaign was memorable, and more likely to influence behaviour than previous campaigns.

“The whole project - from the intelligent, strategic approach to the quality of the ideas and skill in delivering the finished article - has been a genuine pleasure.”
Julie Allan, Customer Services Manager

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