SL: Look away.

Stockholms public transportation, or "SL"as they are known have a safety number you can call if you feel unsafe, and safety-staff will be sent to your location. However, calling in can be difficult and put people in harms way, and it's a difficult problem to address without startling people even more. That’s why we created a safety-chatt together with a message of helping others instead of focusing on possible danger effecting them personally.
The campaign focused on an ongoing negative subject of people always being on their phone, and turned it into something positive; people could now show civil courage by looking away, to our new chatt.