about Passengers appreciated the discreet nature of reporting by text, leading to more responses to high-priority offences.

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2 about Our text service was launched in March The original remit of the service was to serve as an SMS equivalent of dialing 101, encouraging reports that did not require an emergency response. The service gained a positive reception from passengers and has since evolved to become a means of reporting live and ongoing incidents such as anti-social behaviour, begging and various public order offences. Passengers appreciated the discreet nature of reporting by text, leading to more responses to high-priority offences. The service provides a service to report any offence anywhere on Britain s railways, 24 hours a day, 365 days a year. We guarantee passengers and staff at least one message back to every text received.

3 genuine results These real-life examples illustrate how the service works: in the first year of, we received over 5,000 texts Woman texts to say she recognises the man on her train from when he sexually assaulted her some time ago. Officers met the train at Bromley South. Man arrested on suspicion of sexual assault. A passenger used the text message service to report a man who was preparing and taking illegal substances on board a train. Officers met the service at Birmingham New Street, where a man was arrested after he was found in possession of cannabis. We received a report of rugby supporters being intimidating to other passengers. Officers met the train at Leeds station and made two arrests for drunk and disorderly behaviour. A member of rail staff used to report an abusive man on board a service in the Mansfield area. Officers met the train at the next station and made an arrest.

4 campaign proposal Relaunch our text service with a new approach to increase its awareness and popularity across the rail network. reduce crime, increase reporting, inspire confidence Key objectives Raise confidence in the travelling public. Inform passengers we have a text service. Get them to save our number through promotion and engagement. Ensure the public utilise this service accordingly. What success looks like Increase in the report of crime and incidents. Reduction in crime. Greater confidence in the travelling public.

5 let s make a difference Very rowdy on 11pm train to Berryford. Please send help! Teens vandalising Eastbridge station Platform 2 Man drunk on Carriage B. Due in Plainfields in 5mins NEW MESSAGE SEND text Report crime or incidents on your train or at your station - discreetly let s make a difference In an emergency call 999 concept Text bubbles give examples of the types of incidents that can be reported. Highlighted here are drunk and disorderly behaviour, anti-social behaviour and vandalism. The hand illustration shows you can text us directly to report an incident. Our new strapline let s make a difference acts as a call to action, reminding the public of their civic duty. Emphasis on discretion of the service. Partner logos can be added for co-branding.

6 text Report crime or incidents on your train - discreetly let s make a difference text Report crime or incidents on your train - discreetly let s make a difference text Report crime or incidents on your train - discreetly let s make a difference NEW CONTACT text NEW CONTACT SAVE Very rowdy on 11pm train to Berryford. Please send help! Teens vandalising Eastbridge station Platform 12 Man drunk on Carriage B. Due in Plainfields in 5mins NEW MESSAGE SEND Two beggars on the last train to Gatesbury Three women fighting at Harriston station Very rowdy on 11pm train to Berryford. Please send help! Teens vandalising Eastbridge station Platform 12 Man drunk on Carriage B. Due in Plainfields in 5mins NEW MESSAGE SEND SAVE Report crime or incidents on your train - discreetly let s make a difference In an emergency call 999 In an emergency call 999 In an emergency call 999 In an emergency call 999 alternative formats Portrait format for other shaped spaces/doors/posters etc. Additional text bubbles highlighting begging and fighting in centre option, allowing us to highlight additional incidents that can be easily reported. If there is a particular route problem we can customise the bubbles to accommodate this. save our number Here the illustration shows being added as a new contact; another positive call to action. These labels could be alternated on windows so we have both a save and send message.

7 Two beggars on the last train to Gatesbury Teens vandalising Eastbridge station Platform 12 Very rowdy on 11pm train to Berryford. Please send help! making the passenger aware of our number... Man drunk on Carriage B. in 5mins Three women at Harriston station

8 poster advertising On boarding and leaving the train the first and last message is our text service. This can be backed up with the signage on the windows interior. This message can be displayed on one or both door windows, encompassing TOC branding. Often passengers have to wait briefly on a platform to board a train giving us this additional promotional opportunity. At rush hour or on a busy train this message would be unmissable.

9 the window of opportunity and engagement Large window vinyls with semi-translucent background. These can be applied on one window per carriage, supported with smaller adhesive labels on the additional carriage windows. These are an excellent engagement tool for officers to board trains and use these windows as an interactive engagement tool to inform passengers about the campaign - and get them to save our number!

10 window vinyls The image on the left shows an officer engaging with passengers on board, raising the awareness of our campaign. High and low eye-line labels on alternative windows add increased visibility. The result is an increased level of confidence on the trains and in our service.

11 internal & external communications Awareness of the campaign can also be increased by features in TOC magazine publications, both internal and external highighting the service to both staff and passengers social media & digital communcation channels The messaging can be pushed out through your twitter, facebook accounts - we can supply a suite of images for you to work with along with copy for your internal and online channels.

12 tissue packs Designed as an engagement tool and also to tackle the issue of begging or tissue sellers where this is a problem drinks coasters Suitable for pubs or cafes in and around your station - great at times of football, rugby or sporting events to reassure the public help is at hand. seat vinyls Vinyls can be placed thoroughout the carriage in areas where you feel best. This could be on the back of seats, in the toilet area, by the doors...the choice is yours!

13 concourse floor vinyls The image to the right shows an officer using the floor adhesive as a live engagement tool - perfect for the passengers with bags and luggage and those seated waiting for their trains. This concept can also target hot-spot crime areas, acting as a deterrent to make people aware we are policing a particular area of the station. Our number is immediately at hand should someone witness a non-emergency incident.

14 pull-up-banner Rail staff can also actively promote the campaign so we can all do our bit to make a difference. campaign ambassador t-shirts To be worn by staff and volunteers engaging with the public highlighting our campaign. text NEW CONTACT SAVE Very rowdy on 11pm train to Berryford. Please send help! Teens vandalising Eastbridge station Platform 12 Man drunk on Carriage B. Due in Plainfields in 5mins Contact card NEW CONTACT SAVE NEW MESSAGE SEND text Report crime or incidents on your train - discreetly let s make a difference In an emergency call 999 text Report crime or incidents on your train - discreetly let s make a difference In an emergency call 999 campaign card A plastic card designed so people will keep in their travel wallet. The card front encourages passengers to save the number, the reverse of the card illustrates the speech bubbles and sample incidents that can be reported. Rail staff can engage and hand them out with ticket purchases and at barriers to reinforce our campaign message. These cards can catch commuters on the go that don t have time to engage with officers, so they can be made aware of our text service and save our number.

15 sign up for our campaign contact Media and Marketing t e.