The traditional fare evasion advert is anything but interesting. And authority voices are often poorly received by younger audiences. Evaders already know there’s a fine. They’ve been defying it. Agency, bandstand, has decided to get under people’s skin, with the idea of losing the gamble they’re playing. No one likes to lose and it undermines the confidence that emboldens fare evaders.

The campaign for East London and South Essex rail operator, c2c Trenitalia, is running in OOH and DOOH, covering the Thameside railway contract from East London and into towns along the line to Southend. The aim of the work is to highlight c2c’s dedication to maintaining a safe, enjoyable way to travel by focussing on its capabilities in identifying fare-dodgers and holding them accountable; showing them that there are dire consequences if caught, and that risking saving a few quid on fare evasion is not worth the gamble.

As part of its contract with the Department for Transport, c2c’s team is focused on driving down antisocial behaviour on the route, providing customers with a safe, reliable service. Fare evasion can be a precursor to antisocial behaviour. With an increased workforce and the use of technology and data, c2c is now able to deal with this issue better than ever before.

Koby Agagah, brand and marketing manager at c2c, stated, “We’re delighted to launch our new campaign which clearly highlights not only the impact fare-avoidance can have on the taxpayer but also the very real impact on the lives of those who are committing fraud for the sake of a ticket. The new creative from bandstand will be a welcome sight to our thousands of ticket-buying customers and at the same time demonstrates the clear message we have to those thinking about travelling without a ticket – it’s simply not worth the gamble. ”