Department for Transport

The ‘Moving Lives’ Framework

Recognising the profound impact of genuine narratives in creating impactful campaigns, we created ‘Moving Lives’ – a framework centred on using customer interviews to tell authentic stories through animation.

The combination of interview and animation allows subjects to preserve their anonymity and gives freedom to creatively illustrate complex situations and emotions. Most importantly, it allows us to tell an authentic story of lived experience – this makes it an ideal solution for charitable organisations or government bodies that are running hard-hitting behaviour change campaigns around sensitive topics.

The REAL campaign in action

Our project was delivered for the Department for Transport (DfT) and the ‘Real Passengers Real People’ campaign aimed to educate public transport workers of all levels about their individual responsibilities, the rights of disabled passengers and the challenges they faced. We wanted to influence DfT staff by showing them the real-world scenarios passengers with disabilities faced.

We created an original brand style for the campaign, including colourways, iconography, and a unique logo and brand ID for ‘Real Passengers Real People.’

The inspiration behind Real Passenger Real People was based in a mnemonic: the word Real breaking down into a series of simple instructions for DfT staff to help foster a deeper appreciation of their disabled customers:

R – Respect

E – Empathise

A – Ask

L – Listen

When applying the ‘Moving Lives’ framework to create the campaign animations, we collaborated with a behavioural change agency to design questions that would elicit impactful responses to inspire genuine behavioural shifts among staff.

We set up interviews with several disabled passengers and Department for Transport staff, which were recorded and then edited together. Our team developed a unique illustration style for the campaign that was both charming and able to carry the serious subject and message. The resulting videos combined these narratives with custom animations, creating a compelling educational tool.

The videos were part of a wider campaign, which included a comprehensive suite of training materials for face-to-face learning and adapted into e-learning modules.

Thanks to the ‘Moving Lives’ framework, the Real Passengers Real People campaign was able to present authentic customer stories that encouraged staff to adopt more empathetic and accommodating behaviours, directly contributing to the wellbeing of disabled travellers.