NEWS: BST-BDDP opts for a gentle tone in first bus and tube work

BST-BDDP has created its first work for London Transport’s fare evasion scheme following its triumph, with Optimedia, in the centralisation pitch earlier this year.

BST-BDDP has created its first work for London Transport’s fare evasion

scheme following its triumph, with Optimedia, in the centralisation

pitch earlier this year.



The campaign, which is backed by a spend of around pounds 750,000, stems

from the decision taken by London Transport in September to pool the

fare evasion advertising for London Buses and London Underground.



The work breaks in the Evening Standard and on tubes this week, and

features six photographs taken by the Douglas Brothers. The ads were art

directed by Ed Morris and written by James Sinclair.



All six photographs carry the strapline: ‘London relies on the system

that relies on your fare. Always buy the right ticket.’ The ads were

shot in black and white and all carry a themed copy line.



Individual executions include a portrait of an old woman’s legs together

with the line: ‘They don’t carry her as far as they used to. But we do.’

Another reads: ‘Every bus is someone’s school bus’ and features a

picture of a schoolboy blowing bubble gum. A third shows a baby wrapped

in a blanket and boasts: ‘We delivered the midwife.’



The campaign takes a kinder tone than earlier work, which publicised the

introduction of penalty fares for crimes including out-of-zone travel

and over-riding on buses and tubes.



Norman Cohen, the marketing director of London Transport, said: ‘We feel

the ‘big stick’ approach towards penalty fares has run its course for

the time being. This campaign emphasises the significance of fares

income in sustaining and improving the system on which the tube and bus

system relies.’



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