Find out how research andinsight played a pivotal role in helping TfL devise a sensitive and effectivestrategy to encourage its customers toreport unwanted sexual behaviour on its network.

What you’ll learn:

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

Description:

In2014, TfL launched a groundbreaking campaign, “Report it to Stop it”to encourage customers on its network toreport unwanted sexual behaviour. Despite 1,000 incidents of sexualharassment being reported in 2013, TfL knew this was only the tip of theiceberg: customer surveys showed that 90% of women experiencing this behaviour didnot report it.

Inorder to tackle the issue and make the network safer, TfL needed more customersto report incidents. Rachel Rhodes, TfL’s Researchand Insight Manager, will show how research played a pivotal role in exploring customerexperiences, discovering ways to encourage reporting and helping to createpowerful communications.

Thecampaign 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 ornegative towards TfL. The frankness and honesty of what customers shared helped TfL create aholistic, sensitive and effective strategy – and ultimately get closer to theirgoal of a network free from unwanted sexual behaviour.

Venue

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

No Biography Available

Additional Information

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