Client: TFL
Are you sitting comfortably? Pregnant women and people with disabilities are frequently denied a seat London’s Underground. Why? Because people slouch with their heads down, staring at their phones, unaware of those in need of a pew. Earnies took to LinkedIn to offer TfL the solution, with a campaign called Look Up. The idea? A simple behavioural nudge for seated commuters, in the form of a sticker, designed for the floor of the carriage beneath their feet. 1,200 likes and 750,000 LinkedIn impressions later, TfL responded. Yes. They’d do it. Just two weeks later, they had created the signage, trialling it on the DLR with scope for a London wide rollout. How many CD’s do you know who’ve written their own campaign soundtrack? Ours did. To encourage a London wide rollout of the stickers, Lucy penned a parody of ‘London Underground’ by Adam Kay. Her tube etiquette anthem, packed with expletives, called on commuters to be more considerate to those who may need the seat more. Londoners loved it, and the coverage rolled in. Covered by The Metro, Daily Star, The Daily Express, Metro Online and more, Baker's song raised yet more awareness of the problem and called for passive passengers to become kinder commuters. 366M+ reach and counting. A powerful behavioural change, from a simple visual nudge. And we did it all with a LinkedIn post, a piano, and precisely £0.
