For decades Londoners have been encouraged to be better passengers in order to keep the network running smoothly and safely. It’s important because little things can be incredibly bothersome and certain accidents cause terrific disruption. Imagine how many people are affected when a train is stuck because of litter on the track or imagine the scale of delays caused by accidentally setting off an alarm!
The campaign launched during England’s National Poetry Week with a set of talented poets spontaneously delivering advice around busy Tube stations across London - building on the trend of flash mobs and pop-ups.
Independent artists and internationally renowned production agencies created billboard sized posters and online content ensuring customers saw something completely new when out and about on the Tube and bus network and had something interesting to share online.
Customer feedback was incredibly positive, they loved the concept and use of poetry and many people created their own versions of posters - some a bit rude but mostly relevant anyway! Google it ;) The messages are decades old and info posters just weren’t giving the campaign the kick needed, using new ideas proved commercially practical and masses of fun.
Animated video illustrated by McBess with post production by The Mill
Pop-up poetry at one of London's busiest Tube stations. Emma's ability to deliver practical messages with humour was impressive.
A Tumblr blog was created to curate content created by poets and customers. The blog ran a competition to give customers the opportunity to have their own poster created and displayed across the Tube and bus network.
