Lumo Travel: Flight Shame, 30s

With the long distances (London and Stevenage to/from Newcastle, Morpeth or Edinburgh) involved, the standard school of thought could be that flying is common sense. This campaign aims to smash that rumour with equal dollops of humour and fact, and leans into the concept of ‘flight shame’ or flygskam, which aims to get more people ditching planes for more sustainable modes of transport, including long distance rail. Jen is consumed by flight shame from her London to Edinburgh return so decides to offset her carbon footprint. She does this in extravagant ways with unanticipated and humorous downsides! Yet she could have avoided all the hassle by travelling with Lumo, which has one sixth the carbon footprint of flying equivalent journeys.