TfL campaign guides passengers to respond safely to harassment

Transport for London (TfL) has launched Act Like a Friend, a behaviour change campaign encouraging passengers to safely intervene when witnessing hate crime, sexual harassment or abuse on the transport network.

Developed with creative agency VCCP and media agency Wavemaker, the campaign empowers Londoners to support victims while reinforcing that criminal behaviour carries serious consequences.

Unveiled during National Hate Crime Awareness Week (11–18 October), the campaign offers simple, practical steps for bystanders who want to help but are unsure how to act. Passengers are encouraged to step in safely by engaging with victims — for instance, starting a friendly conversation or checking if they are okay — rather than confronting offenders directly. The campaign builds on TfL’s bystander intervention initiative launched in 2022.

Encouraging confidence and community support

Miranda Leedham, Head of Customer Marketing & Behaviour Change, TfL: “We know that Londoners want to help when they see someone being harassed or abused. This campaign gives them a simple, effective way to do just that – by acting like a friend. Alongside this, we’re reminding everyone that criminal behaviour on our network will lead to real consequences. Together, we can make London’s transport safer and more inclusive for all.”

VCCP developed the creative concept, while Wavemaker delivered the strategy and media planning, managing TfL’s out-of-home and paid media presence across the network. The campaign aims to reach passengers in key travel moments and locations.

Real stories from Londoners inspire campaign

The campaign launched on 8 October with a preview event at the London Transport Museum, featuring victims, bystanders, and representatives from policing and Violence Against Women and Girls (VAWG) organisations. A 120-second hero film directed by Edem Kelman tells true stories of Londoners who have stepped in to help others, supported by additional out-of-home and social executions that share real bystander examples.

Zoë Stock, Creative Director, VCCP: “This campaign taps into something most Londoners can relate to: wanting to help but not knowing how in the moment. We needed to give people a behaviour that is simple, safe, but most importantly natural. Sharing real ways other Londoners have ‘acted like a friend’ reminds us that we all have the capacity to do the right thing—if we’re equipped with the right knowledge.”

Partnerships extend impact across the city

The initiative also includes partnerships with Crystal Palace FC, Fulham FC and Tottenham Hotspur, bringing the message into local communities. Running alongside Act Like a Friend is Tackling Crime, which highlights successful prosecutions and reinforces that offences on the network have real consequences.

TfL’s wider safety strategy includes enhanced lighting and CCTV, active enforcement with the Metropolitan Police and British Transport Police, and collaboration with advocacy groups. The organisation has also partnered with national charity Protection Approaches to offer free bystander training sessions funded by the Mayor’s Office for Policing and Crime.

Oliver Halliwell, Client Managing Director, Wavemaker UK: “We’re proud to have partnered with TfL on such an important campaign. 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 Act Like a Friend campaign will run until 24 November across cinema, digital, social and out-of-home channels.

www.tfl.gov.uk

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