Journal #1
I encountered this poster in the Leicester Square tube station during my third week in London. The poster was sponsored by Transport For London and the Office of the Mayor of London. The poster depicts a man, likely coming or going work, falling down the escalator. The poster also includes a message in text: "last year there were 2,998 injuries due to rushing or lack of attention on stairs and escalators, take care on the Underground." The main goal of this poster is clearly to decrease the number of injuries and accidents that occur in the Underground each year. I believe the objectives are to decrease the amount of individuals rushing to or from work each day and to increase patience in tube users. Depicting the man in work clothes demonstrates the poster is targeting an audience of working individuals. The target audience was likely selected because individuals who must make it work at a certain time are the individuals most likely to be hurrying through the station and experience an accident. While the poster specifically targets working people, it aims to affect any frequent underground user.
I found this article of intervention to be effective and relevant. The tube is full of people racing to their next destination and as the poster highlights, this can be a major cause of injury. It is effectively located as it reaches the direct audience it is attempting to influence. Individuals who are rushing often don't realize the risks and this poster serves to remind them to be cautious. While it is top-down, employing health education communication, the message is aiming to increase safety and decrease injuries, making the audience likely to positively respond to the message.
One question I would ask the campaign director is what alternative methods of media they have considered using outside of posters in the tube?
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