Behaviour Change on the railway

A fresh approach to behaviour change for First Capital Connect. I helped persuade the company to abandon finger-wagging and negative tactics in favour of entertainment, then worked with designer Chris Bishop to create this tongue-in-cheek campaign and its (anti)hero. Results included a shift in unprompted awareness from 6% to 27%, and 79% of respondents said they would modify their behaviour (compared to 29% previously). The number of major accidents, meanwhile, fell by 30%.