Transport for London
Vision & Values
Transport for London makes more than three billion passenger journeys possible every year.
The challenge
TfL is on a journey to deliver a sustainable, green future for London. AB was engaged to develop a cross-platform campaign to drive awareness of the organisation’s vision and values.
Giving colleagues a voice
Our solution was centred on sharing the stories that showed how the vision and values were being lived every day. These accounts acted as both information and inspiration.
Reaching a diverse workforce
Powerful photography was paired with tightly written stories. Posters presented stories at a glance, while mini videos reached colleagues through digital channels.
Physical installations
The campaign included a takeover of TfL’s headquarters where a moss heart wall installation was complimented by vinyl decals on the entry/exit barriers.
Creating conversations
The campaign was designed to create two-way communications and 145 colleagues were inspired to proactively share their own stories during the initial trial period.
Continuing connections
Measurement after launch showed a 131% increase in awareness of the vision and a 52% increase in awareness of the values. The campaign is being rolled out right across TfL.
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