To make public transport less daunting for people with disabilities, the Department for Transport (DfT) has teamed up with VMLY&R on a campaign called 'It's Everyone's Journey'.
The work was developed in response to the insight that disabled people travel up to a third less, and one in four say negative attitudes from other passengers prevent them from using public transport.
This has a knock-on effect on disabled people's access to employment, healthcare, education and social activities.
One in 5 people in the UK are disabled, and 50% have non-visible impairments. The campaign asks people to consider this and acknowledge how certain actions on public transport may be more harmful than you think.
Handling this sensitive issue with a light-hearted tone, 'It's Everyone's Journey' uses animal characters as visual metaphors to highlight how behaviour can change on public transport.
The campaign is part of a wider strategy 'Inclusive Transport' strategy, whereby the DfT has pledged an additional £300m to extend its Access for All programme. This will include improvement on a further 73 stations between 2019 and 2024. It has also committed to raising awareness of non-visible impairments.
On the campaign, Andy Ravan, deputy director, campaigns, marketing and digital, The Department for Transport, said: “We want disabled people to travel from A to B easily. We know that there are a number of barriers which make this difficult every day. This campaign is one step in our journey of making transport more inclusive. We want to show that we can all play a part in making transport more inclusive.”
Adding to this, Mark Roalfe, chairman, VMLY&R UK, said: “With It’s Everyone’s Journey, we wanted to highlight that we often don’t realise the impact our behaviour has on other travellers and that a little effort can go a long way to making everyone’s journey better.”
: 'It's Everyone's Journey'
Creative Director: Gavin McGrath
Senior Creative: Perle Arteta, Christopher Joyce Head of Design: Chris Willis
Business Director: Rebecca Bright Senior Account Manager: Elliot Duck Producer: Tanya Fitzgerald
Executive Creative Director - Chris O’Reilly Producer - Tracey Cooper
Project Supervisor - Dave Hunt
Design - Sam Nassour, Signe Cold
Storyboards - Morgan Ritchie
Lead Animator - Bishoy Gendi
Animation - Duncan Gist, Marle?ne Beaube, Sean Weston