How TfL is targeting select media for sexual harassment ads

Transport for London (TfL)has launched a multi-platform campaign to tackle sexual harassment on its network.

WPP media agency Wavemaker and creative agency OTM created and placed the campaign across key digital out-home sites, London press like Metro and The Evening Standard, select regional press, online display, social media and podcast.

Tfl’s campaign aims to raise awareness of what sexual harassment is, encourage bystanders and victims of sexual assault to report incidents and advertises its zero-tolerance stance on sexual harassment to all public transport users.

Wavemaker said it chose to run over multiple platforms like podcasting, display and out-of-home so a consistent message would resonate with audiences most likely to witness or experience sexual harassment.

These chosen key audiences included heterosexual men, and women and LGBT+ audiences.

For display, this translated to choosing specific publications like Stylist and Pink News for their predominantly female demographic and LADBible for its male demographic.

These publications will have editorial content that will be shared across their Pinterest, Instagram and Facebook accounts.

Wavemaker has previously worked with TfL with podcasts in their #TogetherAgainstHate campaign to stop hate crime on its network.

Podcasting advertising allows them to tell “an authentic, personal story” to an audience they would not traditionally reach with above-the-line channels, an agency spokesperson said.

For this campaign, Acast and AudioPlus will feature “bespoke stories across multiple shows” like Changes, Homo Sapiens, The Guilty Feminist and But Why, where hosts can talk about their experiences and educate and encourage listeners to report cases of sexual harassment.