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Speaker Evenings

“Report it to Stop it”: preventing sexual harassment on public transport

“Report it to Stop it”: preventing sexual harassment on public transport

In a nutshell

Date
  • Thursday, 18 May 2017

Find out how research and insight played a pivotal role in helping TfL devise asensitive and effective strategy toencourage its customers to reportunwantedsexual behaviour on its network.

What you’ll learn:

  • How qualitative research tackled a massively sensitive issue and unearthed a problem, the extent of which was hidden from view
  • How insight can help create great communications

Description:

In 2014, TfL launched a groundbreaking campaign, “Report it to Stop it”,to encourage customers on its network to report unwanted sexual behaviour. Despite 1,000 incidents of sexual harassment being reported in 2013, TfL knew this was only the tip of the iceberg: customer surveys showed that 90% of women experiencing this behaviour did not report it.

In order to tackle the issue and make the network safer, TfL needed more customers to report incidents. Rachel Rhodes, TfL’sResearch and Insight Manager, will show how researchplayed a pivotal role in exploring customer experiences, discovering ways to encourage reporting and helping to create powerful communications.

The campaign has gone on to be a huge success with7 million views on YouTube; a 25% increase in reporting and a 35% increase in sanctions/detections - all without making people feel unsafe or negative towards TfL. The frankness and honesty of what customers shared helped TfL create a holistic, sensitive and effective strategy – and ultimately get closer to their goal of a network free from unwanted sexual behaviour.

Keynote speakers
  •  
    Stephanie Gaydon

    Stephanie is an Associate Director at 2CV Research. She joined 2CV 4 years ago from a senior position in CSR and has quickly become one of 2CV’s most senior social-practice specialists. She has a strong background in social deliberative work and designing co-creative, participative approaches for major government and third sector clients in the UK (Transport for London, Wellcome Trust, Public Health England) and in East Africa and SE Asia (GSMA, Girl Effect).

  •  
    Rachel Rhodes

    Rachel is a Research and Insight Manager at Transport for London. She graduated from Cambridge University and subsequently completed a MSc. at London University. She also gained the MRS Diploma and Institute of Marketing Diploma.

    Rachel has had a long and varied research career covering agency and client side. She began at Gallup, concentrating on social and political research, before moving to Research International where she specialised in FMCG. She then spent a considerable time at Unilever as a client researcher, before moving to The Henley Centre consultancy, and then Transport for London.



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Where is the event taking place?

MRS

The Old Trading House, 15 Northburgh Street
London
EC1V 0JR

With thanks to:

Time

18:00 Registration, Drinks Networking

18:45 Presentation

19:30 Q & A

20:00 Finish and close

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Please click on the photographs to view each speaker's biography.

Booking

This event is free for Members and there is a fee of £30 (£25 + VAT) for non-Members.

Please note: Each attendee needs to fill out their own booking form. It is not possible to make multiple bookings on one form.

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  • Non-members: to book and request an invoice, or to pay online click

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Join MRS

If you would like to join MRS to enable you to attend this event for free and take advantage of the other benefits of membership please click here.

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