South Western Railway
Fare Dodgers

 Following our research, we identified three Fare Dodging audiences and targeted one of three posters to them. We used an instantly recognisable train departure board, listed with negative emotions rather than destination names.

The first audience is Ambivalent Evaders, people who occasionally evade their fares because they think paying is a pain. Their train's destination is Regret, calling at the stations Indifference, Caught, Court, Guilt and Up to £1,000 Fine. 

For Shame, our messaging targets Strategic Evaders, people who are nonchalant and think they won’t get caught. 

And finally Career Evaders, who routinely don’t pay their fares as a form of protest, are given the Disgrace message.

All executions finished with the endline “Dodge the fare, pay the price” to remind customers that being caught has serious consequences.  

We were delighted to see the positive response to our campaign including being named Campaign's 'Ad of the Day'.

The posters were placed on OOH sites across the South Western Railway network.