The integrated campaign, called Fair Fares Now, was launched this week as commuters returned to work after the Christmas holidays. The campaign has been set up to encourage the government to end above-inflation fare rises in favour of cheaper train tickets and to encourage people to choose green transport.
What happened at the launch?
The campaign was launched with a photo call at Charing Cross Station on 4 January. Campaigners dressed as politicians such as transport secretary Philip Hammond and David Cameron, and pretended to ‘pickpocket’ commuters, to demonstrate passenger anger at rising ticket prices.
What's the online activity?
The specially created campaign website asks passengers to sign up to a petition calling for fairer-priced fares. Those who sign up will be sent monthly action e-bulletins, and new activities and calls to action will be added to the website. A range of ideas will be suggested, from emailing an MP to getting involved in local awareness-raising activities. The site includes a calculator that people can use to work out how much they are currently paying for train travel and what a ‘fair fare’ should be.
How is the campaign being promoted?
The charity is raising awareness of the campaign on its Facebook page and on Twitter. It is also using national media to promote the activity. Actor and comedian Michael Palin, the president of the Campaign for Better Transport, lent his support to the campaign and was the first to sign up.
Was there any agency support?
Forster developed the branding and built the campaign microsite.
Third Sector verdict:
The Fair Fares Now campaign was perfectly timed to coincide with the return of commuters from the holidays. Using face masks of politicians also provided good photo opportunities for the media, and using social media channels will have spread the campaign message online.