South Western Railway Launches Anti-Abuse Campaign After Verbal Assaults on Staff

South Western Railway (SWR) in association with creative agency St Luke's has launched an impactful Out of Home campaign aimed at addressing the verbal abuse its staff face from customers. The campaign, titled ‘Abuse stays with our staff,’ sheds light on the lasting impact of insults hurled at employees within the South Western Railway network across southern and southwestern England.

St Luke’s, tasked with fostering respectful behavior towards SWR staff, delved into research, uncovering personal accounts of mistreatment experienced by railway workers and its enduring effects. Through a poignant visual narrative, the campaign captures everyday scenes like making tea or returning from work, intertwined with quotes like ‘you absolute moron’ and ‘you dumb cow,’ echoing the derogatory comments workers endure.

The campaign’s messaging prompts viewers to consider the long-term emotional toll of thoughtless abuse on staff with the tagline, ‘The thoughtless abuse given to our staff can stay with them. BE KIND.’ Peter Williams, SWR’s customer and commercial director, emphasizes the need to reflect on how colleagues bear the weight of customers’ aggression long after the encounters.

Richard Denney, St Luke’s joint CCO, underscores the significance of acknowledging the impact of fleeting moments of frustration, urging individuals to recognize the power of their words. By highlighting the emotional resilience required in frontline roles, the campaign aims to encourage empathy and kindness in customer interactions within the railway setting.