TfL launches cinema campaign to encourage safe intervention

Transport for London (TfL) has launched a campaign to drive behaviour change across the network, entitled ‘Act Like a Friend’.

The campaign, which went live on 13 October 2025, encourages passengers to intervene safely when they witness hate crime, sexual harassment, or other offences across the London Underground, bus and train network.

‘Act Like a Friend’ was developed by WPP’s Wavemaker and VCCP. It will be shown in cinemas across Pearl & Dean and Digital Cinema Media (DCM) sites until 24 November, but will also feature across TfL’s OOH network and paid online media.

Notably, the campaign has been launched during National Hate Crime Awareness Week (11-18 October) and demonstrates to Londoners what to do if they witness someone being harassed or abused.

Research behind the campaign revealed that people often want to help in these situations but do not always feel they know how. This campaign demonstrates how to be an active bystander in these scenarios.

Speaking at a preview panel event on 8 October at the London Transport Museum, Pippa MacSherry, customer marketing and behaviour change lead at TfL, explained why cinema was chosen for the campaign.

“When you’re choosing your media channels, you really need to think about what it is you’re trying to communicate, and with something like this, it’s a very emotive, powerful message,” said MacSherry.

“We needed a storytelling medium, so that’s why we used film. Film is a very powerful and emotionally engaging medium.

“We also wanted to prime people and to explain to people what the behaviour is, not in the heat of the moment.”

Oliver Halliwell, client managing director at Wavemaker UK, also commented: “Advertising has the power to drive positive change, and this campaign brings powerful stories from real Londoners to life to encourage us all to support one another and stand up to hate crime when safe to do so.”

The campaign, shown below, also forms part of TfL’s wider strategy to improve safety across the network.

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