Transport for Greater Manchester: Is This Okay?

Key Points

• Client: Transport for Greater Manchester (TfGM)
• Project: #IsThisOK? Campaign
• Type: Public Awareness Campaign
• Location: Greater Manchester, UK
• Time Frame: Four weeks from inception to delivery
• Collaborators: Greater Manchester Combined Authority (GMCA), White Ribbon UK
• Results: Significant campaign awareness among men and boys in Greater Manchester; 50% reported the campaign prompted self-reflection and behavioural change.

The Challenge

Eight Engines has collaborated with Transport for Greater Manchester (TfGM) for over five years, delivering impactful projects that engage and educate the public. This time, TfGM sought our help to support their #IsThisOK? campaign, which addresses behaviours that make women feel unsafe on public transport. With research showing that 57% of women report feeling unsafe in public spaces, TfGM’s goal was to highlight everyday behaviours—such as staring, catcalling, and invasion of personal space—that contribute to this discomfort. For this project to succeed, the content needed to be both relatable and impactful, inspiring empathy and encouraging behavioural change.

The Plan

Working on a tight four-week timeline from inception to delivery, we provided a full-service approach—managing everything from scriptwriting, casting, and storyboarding to securing locations, health and safety compliance, and on-set production. Our task was to create three distinct videos, each depicting a real-life scenario on a tram, a bus, and at a bus stop. To reflect the authentic settings in which these incidents often occur, we chose to film primarily at night, capturing the atmosphere and unease that characterise such experiences.

Our approach combined several elements to build intensity and realism:

1. Sound Design: Each video began with casual, everyday ambient sounds that transitioned into tense, unsettling soundscapes as incidents unfolded. By amplifying everyday noises—footsteps, breathing, sirens—we created a heightened sense of awareness that mirrored the discomfort victims often feel.
2. Visual Style: As each scenario progressed, the visuals shifted from warm, familiar tones to colder, more claustrophobic shades. By using close-up shots and altering the colour grading, we added a sense of confinement and unease, placing viewers directly in the victim’s perspective.
3. Authentic Performances: Casting actors who could embody subtle, realistic discomfort was essential. Their performances brought authenticity to each scenario, making the interactions both believable and impactful.

‍

One major logistical challenge was the tram scene. Without permission to film on a moving tram, we worked with a stationary tram in the depot. We projected footage from a tram window onto a black screen to show the night and to simulate movement, we rigged 18 lights along the tram’s side, flashing them in sequence to create the visual illusion of a moving tram when viewed through the windows. Paired with strategic sound design, this setup allowed us to film safely while preserving the realism of a moving tram scene. Check out the set up here: https://vimeo.com/889676277/e5d015d606

‍

The Results

The #IsThisOK? campaign reached a wide audience, especially among men and boys in Greater Manchester. Surveys showed that over half of this demographic had encountered the campaign since its 2021 launch, with nearly 50% reporting that it made them reflect on their behaviour. Mayor Andy Burnham praised TfGM for amplifying this vital message, marking the campaign as a success in promoting respect and empathy on public transport.

Client Feedback

"I've worked with Eight Engines over many years, both in agency and in-house, and their quality of work has never wavered. They take the time to understand client needs and go out of their way to ensure each project delivers exactly what’s needed. Plus, they're a joy to work with."
— Jo Taylor, Brand Director, Transport for Greater Manchester