Merseyrail
On Board. Together.
Merseyrail is one of the most punctual and reliable rail networks in the UK, operating across the Liverpool City Region and surrounding areas.
The Challenge
Merseyrail wanted to tackle everyday passenger behaviours that caused small but cumulative delays and safety risks, such as crowding at doors, forcing them open, or not moving down aisles. The campaign needed to educate passengers, improve punctuality and safety, and do so without alienating commuters.
The solution
Data-led insights shaped the behaviours to target: door crowding, aisle blocking, rushing, and not seeking help.
Positive, inclusive messaging that focused on benefits (“Using all doors means setting off on time”) rather than rules.
A distinct creative identity using playful illustrations to avoid stereotyping.
Multi-channel campaign spanning station posters, digital screens, on-board signage, and social media.
Our extraordinary thinking
We flipped the tone of traditional transport messaging by moving away from reprimands to positive reinforcement. The unifying idea “On Board. Together.” encouraged collaboration, community and shared responsibility – reframing smoother, safer journeys as something everyone contributes to.
Custom illustrations gave the campaign warmth, personality and standout against Merseyrail’s usual corporate comms, ensuring it caught busy commuters’ attention.
Delivered
Jam created a full campaign identity and suite of assets, from posters and digital screens to social animations and staff toolkits. Each asset carried clear, consistent calls to action, designed to slot seamlessly into passenger journeys while reinforcing the campaign narrative.
