A bold behavioural-change campaign designed to interrupt and
encourage safer movement through TfW stations.

Challenge

Slip, trip and fall (STF) incidents have become the most significant source of customer harm across Transport for Wales’ network, with nearly half of all recorded customer incidents between Spring 2024 and Summer 2025 being the result of STF incidents.

Extensive research was conducted to reveal that high-traffic stations including Cardiff Central, Chester, Newport and Shrewsbury were identified as key risk locations – particularly around platforms, stairs, ticket barriers and the platform-train interface. Analysis revealed further behavioural insights: incidents were most common among passengers aged 50–80, particularly over 60s, and were often caused by distraction, rushing or divided attention.

Transport for Wales needed an intervention that cut through the high visual overload of station environments, challenged passenger behaviours, and encouraged people to pause, look up, and make safer decisions in the moments that mattered.

Solution

“Use your head, before your feet” – a bold behavioural-change campaign designed to interrupt passenger autopilot and encourage safer movement through TfW stations.

Rooted in behavioural science, the campaign aimed to counter distraction by creating a moment of pause. Our creative concept used a simple but striking visual device: people in everyday station situations – waiting on platforms, approaching stairs, stepping onto buses – but literally flipped upside down.

The unexpected visuals worked as an immediate attention trigger, cutting through clutter and prompting passengers to rethink their actions. Paired with the direct message “Use your head, before your feet”, the campaign reframed safety as an active choice: think first, step second.

Bringing the idea to life presented a unique production challenge. Rather than physically turning people upside down on location, we shot the talent in a controlled studio environment, using hair, makeup and wardrobe styling to create the illusion of inversion. Station environments were captured separately, then brought together in post-production – with lighting, shadows and perspective precisely matched, resulting in striking visuals that felt grounded in reality, yet impossible to ignore.