• by Fern Siegel , 6 hours ago

Whether jumping subway turnstiles in New York, or evading fares on Britain's South Western Railway, avoiding transport payments is a universal problem.

St Luke’s has crafted a campaign to address the issue — noting the revenue loss is more than £350 million ($469 million) each year.

The agency created an OOH campaign in SWR train stations highlighting the consequences of traveling without a ticket or with the wrong ticket. The agency took a psychological approach, noting what awaits evaders: shame, disgrace and guilt.

Ads are also posted on social media, timed to commutes home.

The “Dodge the fare, pay the price” strategy reminds customers that being caught is unpleasant, as well as costly, with fines up to £1,000 ($1,325).

Richard Denney, Joint Chief Creative Officer at St Luke’s, said: “This new work tackles fare dodging by showing the emotional destinations no one wants to reach. We wanted the consequences to feel uncomfortably close to home and visualized in a way every rail user instantly recognizes, hopefully prompting them to make the right choice when it comes to buying a ticket.”

St Luke's has also done creative for Heathrow, Ocado, Tanqueray and Tyrrells.