Public safety messages, made clear, human, and easy to share.

A fast-moving public information campaign helping people understand safer travel guidance across the Liverpool City Region during the pandemic.

The Challenge

During COVID-19, public transport messaging had to be calm, clear, and trusted, at a moment when guidance was changing weekly.

People needed to know when to travel, how to travel safely, why face coverings mattered, and what behaviour was expected on public transport. A press release does not move fast enough for that. Social-first video does.

The Story We Found

Safer travel was not a rule to enforce. It was a shared responsibility.

The campaign worked when it framed compliance as a community decision; people playing their part so essential journeys could continue. That meant videos that felt direct and respectful, not instructional.

Our Approach

We produced short, accessible public information videos designed for the platforms people were already on. Each clip carried one message and ran under 30 seconds. Repeatable formats meant the team could refresh content quickly as guidance updated.

What We Delivered

Short public information videos

Face covering guidance clips

Social media edits (vertical and square)

Human-led message variations

Transport safety content

Repeatable formats for guidance updates

Story Pillars

Clarity

One message per video

Simple framing, clear signage, no clutter.

Confidence

Calm, considered tone

Real passengers, well-lit transport environments, no anxiety triggers.

Community responsibility

Shared behaviour

People giving each other space, wearing face coverings without drama, normal behaviour normalised.

Campaign Facts

20+ Videos produced

2 months Campaign window

Social-first Behaviour-change content

Public sources reported strong face-covering compliance on the Liverpool City Region bus network during this period, including a reported 92% compliance on a regional action day. The content supported the wider public information campaign.

Public safety messages, made clear, human, and easy to share.

Need to communicate a public message quickly?

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