Transport for London, the Metropolitan Police Service, British Transport Police, City of London Police and M&C Saatchi have teamed up for a new campaign that encourages people to report any unwanted sexual behaviour (USB) they experience on public transport. “Report It to Stop It” is the next stage of “Project Guardian,” a joint initiative from TFL and the police to eliminate such behaviour on public transport, something which is far more common than it has any right to be, and often gets overlooked or even ignored by witnesses. The centrepiece of the campaign is a 70 second film, which hopes to inspire people to report all inappropriate sexual behaviour that makes them feel uncomfortable. It also underlines the fact that the police will take action as a result of any reported behaviour. The interactive film puts the viewer in the shoes of a woman who experiences a string of unwanted sexual behaviours that get progressively more serious, and as each incident occurs, the viewer can choose whether or not to report the culprit.
A new campaign from Transport for London by M&C Saatchi encourages people to report any unwanted sexual behaviour they experience on public transport
Research undertaken by TFL has shown that people are generally unsure of what types of behaviours they can and should report. The video highlights that they can report any form of unwanted sexual behaviour that makes them feel uncomfortable on public transport. The voiceover from celebrated Broadchurch actress Olivia Colman builds the tension as she talks directly to the viewer, placing them in the woman’s position. Her neutral tone is a perfect fit for the campaign, as it's striving to underline the fact that it's often the more subtle advances and behaviours that go overlooked and unreported by the general public.
Report it to Stop it
The campaign comprises of the interactive piece, a non-interactive version for YouTube (above) and additional video on demand channels, a bespoke Tumblr page (which also features the interactive video), online banners and a Z-card leaflet. All of these assets serve to raise awareness of how to report any incidences, which can be done simply by texting what happened, where it happened and when it happened to 61016. The Tumblr page will be the main hub for the campaign, providing information to help break down the barriers that prevent reporting unwanted sexual behaviour. Mirroring the short film, the page and leaflets use clear, direct language, and reassure all those exposed to USB that their reports will be handled seriously and sensitively, without the need for them to prove that it was a criminal offence.
Research undertaken by TFL has shown that people are generally unsure of what types of behaviours they can and should report
TFL’s Mandy Courtney said: “90% of unwanted sexual behaviour on London transport goes unreported. Working with our policing partners we wanted to reassure the public through this communications campaign that we take every sexual incident seriously no matter what has happened. Sometimes people feel embarrassed to talk about it, but by reporting unwanted sexual behaviour you can help to stop it.” Ed Palmer, managing partner at M&C Saatchi (UK) Group, added: “By giving viewers the opportunity to interact with this campaign, it encourages them to decide when to report. This will reinforce the understanding that this type of behaviour is never OK, and should always be reported.”
Olivia Colman in the hit ITV drama Broadchurch
