Rail Delivery Group

The Challenge

Leveraging VR to mobilise bystanders against sexual harassment on public transport

With so many women experiencing sexual harassment in public, RDG needed encourage bystanders to intervene.

A shocking 7 in 10 women have experienced some form of sexual harassment in a public place, meaning that millions will have directly, or indirectly, witnessed this behaviour. We needed to bring train companies together to encourage these witnesses to take small steps to help stop perpetrators.

The Solution:

An immersive VR experience to empower commuters to spot and support sexual harassment

We created an immersive VR experience at one of the UK’s busiest train stations, Waterloo, which informed commuters on the vital role of the bystander, empowering them to spot and report lesser-known behaviours. New research also highlighted the frequency and variety of sexual harassment on public transport and attitudes towards intervention, further showcasing the importance of bystanders supporting victims.

The Results:

50 pieces

Over 50 pieces of coverage including BBC News, The Independent and the Evening Standard

100%

of coverage mentioned the call to action for bystanders to support

270m

reach across the campaign activation

More of Our work

Healthcare

Keeping malaria in the news in a time of pandemic

Consumer PR & Brand Communications

Promoting environmentally responsible behaviour

Corporate & Brand Communications

Launching Primark in Poland