Pulling in the Right Direction

Agency: Mischief (MHP Group)
Client: Avanti

When Avanti instructed us to support their drive for hiring more female train drivers, there were more than a few leaves on the track. Post-pandemic infrastructure issues and industrial action created a hostile environment in which TOCs could not campaign without consumer backlash.

‘Pulling in the right direction’ changed that. The results were stunning, the surge in applications crashed Avanti’s site and the campaign even united a TOC, a workers’ union and the government. Most importantly - few PR campaigns live forever, but with Karen Harrison’s mural now permanent at Euston Station - this is a campaign with undeniable legacy.