A TfL campaign to decrease verbal harassment of young women.
Branding, Copywriting, UX
TFL
(a hypothetical ‘passion project’)
Genre:
Client:
Tools:
Timeline:
Adobe Photoshop & Illustrator, Figma
3 weeks
THE PROBLEM
Over 80% of women aged 18–25 have faced verbal harassment on the London Underground—yet fewer than 5% report it.
Most perpetrators repeatedly target women in the same places or times, but low reporting means few are held accountable.
Many victims dismiss it, either due to fear of judgement or not knowing it’s a criminal offence in England—punishable by up to 6 months in prison.
THE SOLUTION
"Don't Call Me Darlin'!" is a Transport for London campaign with British Transport Police, aiming to boost reports of verbal harassment—and reduce how often it happens.
It urges women to “trust their gut instinct” and report incidents, instead of brushing them off.
Reporting helps police track patterns, catch repeat offenders, and make the Underground safer for women.
How it works - User Journey Map:
Campaign Touchpoints:
‘Adgates’
Displayed at the entry points of tube stations.
Platform Posters
CAMPAIGN STAGE 2: THE APP
User downloads the app, which guides her through an easy reporting process, gaining a description of the perpetrator.
socials
Instagram feed, creating additional campaign awareness and acting as a community of continued support for victims, after they have reported an incident.
Posts include relatable artwork, as well as helpful statistics to share the movement.
EXIT POSTERS
Posters shown by underground exits, reinforcing the success of the campaign and encouraging users to report if they have not already done so.
