South Western Railway (SWR) spotlights body-worn cameras through bold out-of-home (OOH) to deter abuse, protect staff, and normalize respectful behavior across the network.
Why did South Western Railway launch this campaign?
SWR equipped staff with body-worn cameras to reduce verbal and physical abuse and create a safer environment for both teams and passengers.
Summary
Short answer: Reduce abuse and protect staff by signaling consequences and promoting respectful norms.
How was outdoor advertising used?
Independent agency St Luke’s created striking posters—styled like police interview rooms or court settings—with body-cam stills to underscore that “footage is evidence.”
Summary
Short answer: High-impact posters frame body-cam stills as legal evidence—clear, memorable, and behavior-shaping.
What results support this strategy?
Studies have reported significant reductions in assaults and injuries when body-cams are deployed. Amplifying awareness via OOH can strengthen deterrence and compliance.
Summary
Short answer: Research indicates body cams can significantly cut assaults and injuries—awareness boosts deterrence.
What message does this send?
SWR’s leadership emphasizes zero tolerance: abuse against staff is unacceptable and carries consequences. The campaign centers respect and safety as non-negotiables.
Summary
Short answer: The campaign reinforces a zero-tolerance message: safety and respect are non-negotiable.
FAQs about this campaign
Why did South Western Railway launch this campaign?
To reduce verbal and physical abuse, protect staff, and promote respectful behavior by highlighting that body-cam footage can be used as evidence.
How was outdoor advertising used?
St Luke’s created stark OOH visuals styled like police or court settings, featuring body-cam frames to underline legal consequences.
Does evidence support body-cam effectiveness?
Multiple studies report reduced assaults and injuries when body-cams are deployed; public awareness can strengthen deterrence.
What message does the campaign send?
Abuse against staff will not be tolerated; offenders face real consequences. Safety and respect are core values for the railway.
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