Department for Transport launches campaign to raise awareness of negativity faced by disabled people on public transport

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by David Prior

The Department for Transport (DfT) has worked with VMLY&R on a new campaign highlighting some of the difficulties that disabled people can face when taking public transport.

'It's Everyone's Journey' comprises a series of animated films, prints and radio, depicting multiple journeys across train and bus networks.

It uses animal characters as visual metaphors to highlight how people’s behaviour can change on public transport.

“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,” says The Department for Transport’s deputy director of campaigns, marketing and digital, Andy Raven.

Watch the campaign here:

“This campaign is one step in our journey of making transport more inclusive. We want to show that we can play a part in making transport more inclusive.”

The work was developed in response to insight that disabled people travel up to a third less, with one in four citing negative attitudes from other passengers as the main reason preventing them from using public transport.

It's part of the DfT's wider 'Inclusive Transport' strategy. The campaign will also run on VoD, OOH, radio, online and social.

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.”