Film London, in collaboration with Transport for London (TfL) and advertising agency VCCP, has unveiled a new public awareness campaign designed to tackle sexual harassment across London's transport network. The initiative, named 'Act Like a Friend', seeks to empower bystanders to intervene safely when witnessing incidents of sexual harassment.
The campaign utilises Film London's expertise in film production to create compelling visual content that illustrates various scenarios and appropriate bystander responses. It provides clear guidance on three key intervention methods: 'direct', which involves confronting the harasser if safe to do so; 'diffuse', aimed at de-escalating the situation by creating a distraction; and 'delegate', encouraging individuals to report the incident to staff or authorities. These methods are designed to offer practical options for a range of comfort levels and situations.
This initiative builds upon previous efforts by TfL and the Mayor of London to enhance safety on public transport. Sexual harassment remains a significant concern for many commuters, particularly women and girls, impacting their sense of security and freedom of movement. By focusing on bystander intervention, the campaign aims to foster a collective responsibility for safety and create an environment where such behaviour is not tolerated.
The 'Act Like a Friend' campaign will be rolled out across various platforms, including digital displays and posters throughout the London Underground, Overground, buses, and other transport hubs. The messaging is crafted to be accessible and impactful, encouraging a culture of active support and intervention among passengers. The collaboration highlights a multi-sector approach to a persistent societal issue, bringing together creative talent with public service and transport infrastructure.
Sophie Linden, Deputy Mayor for Policing and Crime, has previously emphasised the importance of tackling violence against women and girls, with a particular focus on public spaces and transport. Campaigns like 'Act Like a Friend' are crucial components of a broader strategy to ensure London's transport system is safe and welcoming for everyone. The long-term objective is to shift social norms, making it clear that sexual harassment is unacceptable and that bystanders have a role to play in preventing it.