Find out how research and
insight played a pivotal role in helping TfL devise a sensitive and effective
strategy to encourage its customers to
report unwanted sexual 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
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.
order to tackle the issue and make the network safer, TfL needed more customers
to report incidents. Rachel Rhodes, TfL’s Research
and Insight Manager, will show how research played a pivotal role in exploring customer
experiences, discovering ways to encourage reporting and helping to create
campaign has gone on to be a huge success with 7 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.
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 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
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.
Where is the event taking place?
The Old Trading House, 15 Northburgh Street London EC1V 0JR