Transport for London (TfL) briefed us to produce a campaign to remind people to take care while using the London transport network, with the aim to reduce accidents and reaffirm TfL’s commitment to safety.

Every day over 9 million journeys in London are made on TfL’s network, from the tube to bus to rail but passengers are distracted by their mobile phones and bombarded by advertising. Getting people to pay attention to our campaign, and to safety messages they’ve seen or heard for years, was going to be a doubly difficult task.

We needed to make safety “unmissable”, so we had to do more than just get people’s attention, we had to grab them in exactly the right moment to encourage them to behave safely.