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Department for Transport: Everyone's Journey - Train
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In the UK, disabled people travel up to a third less, and one in four say negative attitudes from other passengers prevent them from using public transport1. This represents millions of people who feel they can’t get around, which has an impact on access to employment, healthcare, education and social activities. To raise awareness of this insight, the Department for Transport launches It’s Everyone’s Journey today. The campaign, created by VMLY&R in partnership with Nexus Studios’ Oscar-nominated directors Smith & Foulkes, is composed of a series of charming animated films, prints and radio. They depict multiple journeys across train and bus networks, promoting more inclusive transport behaviours. To convey a sensitive and serious message with a light-hearted tone, the campaign uses animal characters as visual metaphors to highlight how people’s behaviour can change when taking public transport. The soundtrack, an original song, by Siren, Factory, suggests it only takes a little effort to make the public transport environment a better place for everyone.
Head of Design: Chris Willis Related |
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