2018 winner, TfL, partnering for good - case study

The issue of sexual harassment has exploded into the world’s consciousness in the light of the Harvey Weinstein allegations. However back in 2013, this was still a relatively low profile subject that was struggling to gain traction in the national consciousness.

After research conducted by TfL revealed that incidents of unwanted sexual behaviour (USB) on public transport were unacceptably high, Project Guardian was conceived as a joint initiative with the British Transport Police, Met Police and City of London Police to tackle this problem and create an infrastructure that would enable victims of USB to easily report incidents, and drive significant improvements in the volume of arrests and successful prosecution of perpetrators.

The marketing challenge was two-fold. The first part was to raise awareness and educate Londoners about the existence of USB and how it could be reported and dealt with. This was the relatively straightforward element.

The second element was more challenging. Research following the first campaign, was showing that levels of “consideration to report” amongst the target audience was proving a harder metric to shift. By applying best practice principles of behavior change theory, TfL used the power of the collective to drive significant increases in motivation to report. This campaign has proved to be highly effective in driving real increases in hard metrics including a 65% uplift in reporting USBs and a total of 1200 arrests since the campaign started.

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(Please note: parts of this case study may have been redacted for confidentiality purposes.)