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


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’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 powerful communications.

The 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.


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