As the whole world becomes more accessible to people with disabilities, it’s crucial that we can look to government bodies as leaders-by-example.
A brief from the Department for Transport commissioned Arch to create a series of animations based on lived experiences to help teach their staff about passengers with disabilities.
Working in partnership with a leading behaviour change agency we delivered a raft of educational materials for the Department for Transport. The aim of the training is to educate public transport workers of all levels about their individual responsibilities, and the rights of disabled passengers. We wanted to elevate the DfT staff to a high level of knowledge through showing them the real-world scenarios passengers with disabilities face.
At the heart of this activity is a series of animated videos that bring disabled passengers stories of public transport to life. Taking our cue from classic Aardman animation Creature Comforts, we interviewed passengers about their lived experiences. The interview questions were compiled in conjunction with our dedicated behaviour change partner agency. Once we had the recordings, we added them to animations, creating a suite of real stories to illustrate the issues passengers face.
Our overarching campaign was entitled Real Passengers Real People, and also included an intro video to the training package and an overview, complete with professional voiceover. All of the illustrations that went into the animation were created in-house by Arch Creative.
The videos were paired with a comprehensive suite of training materials for face-to-face learning, which are now being adapted into e-learning modules.
We created an original brand style for the campaign, including colourways, iconography for each sector of the Department for Transport and a unique logo and brand ID for Real Passengers Real People. The identity incorporates an R which represents a route – a travel route, or the new direction the DfT is taking when it comes to passengers with disabilities.
The idea behind Real Passenger Real People is based in a mnemonic. Real breaks down into a series of simple instructions for DfT staff which can lead to a deeper appreciation of their disabled customers.
R – Respect
E – Empathise
A – Ask
L – Listen
This way, the branding itself acts as a learning tool.
At Arch Creative, we believe that some of our best work is that which makes a difference in the communities we live in. Projects like this campaign for the Department of Transport are what makes working at a creative agency worthwhile.
Take a look at our REAL campaign videos here.
