TfL shakes up its safety messaging with striking 3D posters from Andrew Hudson

Illustrator Andrew Hudson has designed a series of 18 posters spotlighting scenarios that will be familiar for many London commuters. The campaign by VCCP London is part of a refresh of Transport for London’s (TfL) safety messaging, which can often be found signposted across stations and in underground announcements. One of the most well-known phrases is Mind the Gap, “but there are times and moments when safety incidents may be more likely to occur”, a release says. The new OOH and DOOH posters are focused around those instances.

TfL says safety incidents often occur when customers are distracted or on autopilot. It makes sense then that the campaign has been designed specifically to engage and alert travellers to dangers. Andrew Hudson has illustrated a range of mundane scenarios using a traveller’s perspective, such as looking down an escalator or at closing doors. To cut through the familiarity of these scenes, Andrew employs immersive 3D copy and bright graphic patterns in TfL’s signature palette.

“I wanted to ensure each poster felt unique and served its purpose,” says Andrew. “I enjoyed the challenge of finding the balance between creativity and legibility – after all, these safety posters need to convey a message quickly.” Simon Learman, creative director at VCCP, says that the creative needs to be “positive, easy to understand and digest”.

The placement of the posters has been led by Wavemaker. The aim is to create maximum impact by placing the safety information at the most relevant moments on a passenger’s journeys. The campaign supports the Mayor’s Vision Zero goal of eliminating death and serious injury from the transport network.