Outdoor ad: c2c: fare dodging it 'isn’t worth the gamble'

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Top 6: October 16th 2024

The campaign shines a light on c2c’s dedication to maintaining a safe, enjoyable way to travel by highlighting its capabilities in identifying fare-dodgers and holding them accountable; showing them that there are dire consequences if caught, and that risking saving a few quid on fare evasion is not worth the gamble.

The new ‘arresting’ ads play on the fact that fare evaders are gambling with high stakes by depicting the messaging in gambling styles such as playing cards; a roulette wheel and a fruit machine. Each carries the simple message that avoiding paying the correct fare for the sake of a free ride to Southend can leave you with a hefty fine, a criminal record and leave your job at risk, with the stark headline being: “Fare evasion - not worth the gamble”