TfL targets road rage with emotive campaign

'Share the road': new TfL campaign
'Share the road': new TfL campaign

Transport for London has unveiled a major behavioural change campaign to try and get people in the capital to be more considerate of each other when they are on the roads.

The TV ad, which launched on Friday evening during ‘Coronation Street’, shows black and white footage of confrontations on London roads, set to a narrator asking why Londoners get angry with each other.

The copywriter at M&C Saatchi was Dan McCormack and the art director was Luke Boggins. Yann Demange directed the spot through Stink.

Online, the campaign will include display, video on demand, social and mobile in a bid to prompt conversations about the topic. The media agency was by MEC.

Chris Macleod, the marketing director at Transport for London, said: "Since the range and type of road users has grown over the years, we wanted to engage all of London’s travellers to make them stop and think.

"This campaign, with its different elements, should resonate personally with all individual road users and encourage them to ‘share the road’ not to compete for it."

It is the first time TfL has run a campaign targetting the attitudes of road users.

This article was first published on Campaignlive.co.uk

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