Transport and Public Safety
Content Creation and Organic Social Media
The British Transport Police (BTP) is a specialist police force responsible for policing the railway network in Great Britain, including England, Wales, and Scotland. They ensure the safety and security of passengers and staff, tackle crime, and provide a visible presence on the railways. The BTP also works to prevent and respond to incidents on the railway infrastructure, including stations and trains. Their jurisdiction covers all train operating companies, Network Rail, and other rail infrastructure providers.
Through our continued partnership, we were tasked by the British Transport Police to successfully deliver out a social media campaign across their social channels to publicise TP’s robust operational policing activity undertaken to tackle sexual offences and violence against women and girls (VAWG) on the rail network. The campaign was focused around the Taylor Swift Era’s Tour taking place across the UK, with the majority of victims of sexual offence being women and girls in their teens and twenties; TikTok and Instagram being the priority channels for victim-focused content.
The aim of the campaign was to raise awareness of text 61016 – and we wanted to do this by tapping into the hype around Taylor Swift’s upcoming tour, in the hopes of generating meaningful engagement on social media from women and girls (for example, comments, saves and shares).
As part of the campaign, BTP officers handed out ‘text 61016’ friendship bracelets in all of the cities that Taylor was visiting on her UK tour (Edinburgh 7th June, Liverpool 13th June, Cardiff 18th June, London 21st June) and we used social media to get coverage of this and further extend the reach of the message that the officers were delivering to attendees of the concert. We also utilised samples of the bracelets and set up filming in advance of the June dates with our London neighbourhood teams, to help support the video content captured at the events. With content captured during this period also to be distributed for awareness of text 61016 ahead of Taylor Swift’s next set of tour dates in August.
The campaign ended up reaching a whopping 2.7 million people organically, this was mostly driven by their most liked Instagram post ever, created by us, which is currently at 25,000 likes and counting – the most engaged piece of content that BTP have ever had on Instagram.
Awareness (of 61016) Uplift
Organic Post Reach
Engagements
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