{"id":4291912,"date":"2025-06-06T16:31:37","date_gmt":"2025-06-06T14:31:37","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=case&#038;p=4291912"},"modified":"2025-08-12T08:55:21","modified_gmt":"2025-08-12T06:55:21","slug":"flipping-the-sustainability-narrative-on-its-rear-end","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-uki\/case\/flipping-the-sustainability-narrative-on-its-rear-end\/","title":{"rendered":"Flipping the sustainability narrative on its (rear) end"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Trainline<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Flipping the sustainability narrative on its (rear) end<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091196758\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"29761d13\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"29761d13\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">Travel is a problem.\n\nIt&#8217;s the biggest opportunity we have\n\nto reduce carbon emissions.\n\nSo when the I came by train movement found\n\nwhat a huge difference.\n\nSwapping just one journey could make.\n\nWe knew we had to tell the world to get their bum on board\n\nand if they could use what they already had\n\nto save the planet, shouldn&#8217;t we do the same?\n\nSo we made a recycled ad,\n\nHuh?\n\nReusing, reworking,\n\nand reclaiming what was already out there.\n\nRecycling beats, sourcing secondhand assets, cheeky.\n\nEven the bits people think are rubbish,\n\nThey said it couldn&#8217;t be done.\n\nSaving the planet, getting the climate back on track.\n\nBut you&#8217;ve been sitting on something\n\nspecial this whole time.\n\nYour bum bum. That&#8217;s right.\n\nThat big heroic boutique, that revolutionary rump,\n\nthat glorious round thing\n\ncan save this glorious round thing.\n\nRound. Round. Getting your tush on a train is 67% less\n\npolluting than traveling by car.\n\n67% less nice. Crack net zero with that jiggly climate hero.\n\nAnd take a stand just by sitting down.\n\nGo on, get your bum on board.\n\nThis was more than a call to arms.\n\nThis was a call to asses word. Soon spread.\n\nGorgeous behind can literally save the planet\n\nby cutting the train showing Brits\n\nthat the answer to cutting our CO2 emissions has been right\n\nunderneath us all along.\n\nSo what are you waiting for? Get your bum on board.\n\nBottoms up, Britten.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Trainline is Europe\u2019s leading train and coach app. But beyond booking journeys, the company is on a mission to make rail the default and more sustainable choice for travelers across the UK. Enter: <a href=\"https:\/\/www.thetrainline.com\/sustainable-travel\"><em>I came by train<\/em><\/a>, the long-term movement designed to inspire greener travel choices amongst Brits, help the UK reduce carbon emissions, and stay on track to reach the nation\u2019s net-zero goals.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/2.png\"\n\t\t\t\t\talt=\"Train tracks with yellow text\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Building a movement that moves people<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The facts are clear: Transport by car and plane creates over half of the UK\u2019s CO2 emissions, and train travel produces 67% less pollution than car travel. Taking the train is undeniably a greener choice.\u00a0<br><br>As easy as that may be to understand, getting people to change their behaviour is rarely that simple. Many factors, from convenience to habit to the perception that \u201cone journey won\u2019t make a difference,\u201d all stand in the way. To shift deeply embedded travel beliefs and practices, Trainline needed more than facts. It required a fresh take on sustainability itself.\u00a0<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091199594\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"e55ffa0a\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"e55ffa0a\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">They said it couldn&#8217;t be done saving the planet,\n\ngetting the climate back on track.\n\nBut you&#8217;ve been sitting on something\n\nspecial this whole time.\n\nYour bum bum. That&#8217;s right.\n\nThat big heroic boutique, that revolutionary rum,\n\nthat glorious round thing\n\ncan save this glorious round thing.\n\nGetting your tush on a train is 67% less polluting\n\nthan traveling by car.\n\n67% less nice.\n\nCrack net zero with that jiggly climate hero\n\nand take a stand just by sitting down.\n\nGo on, get your bum on board.\n\nI came by train.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"seventy-thirty-asset-two\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>That\u2019s exactly what <em>I came by train<\/em> has set out to do. In 2022, we teamed up with Trainline to launch the movement\u2019s creative debut:<a href=\"https:\/\/www.deptagency.com\/case\/a-rallying-cry-to-use-railways\/\"> a rallying cry to use railways<\/a>, an emotional, unifying call for people to reconsider how they get from A to B. The national campaign, featuring a song from Craig David and key partnerships with Glastonbury and Premier League clubs, has already contributed to over 30,000 people pledging to switch a journey from car to train.\u00a0<br><br>Fast forward to 2024, and we were thrilled to return for the next evolution and the opportunity to recruit more climate heroes to take the <em>I came by train<\/em> pledge. The brief was clear: Reach more people, cut through the climate comms clutter, and keep the message as simple and powerful as ever.<br><br>The answer? A campaign so utterly transparent in its call to action, it could only be summed up one way: <em>Get Your Bum on Board<\/em>. Because if all it takes to help save the planet is sitting on your arse, who could say no?\u00a0<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/4A.jpg\"\n\t\t\t\t\talt=\"A cat sitting on a train\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/ICBT_Social-asset_06.gif\"\n\t\t\t\t\talt=\"Gif\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Keep it simple, make it stick<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>If the goal was to inspire real behaviour change, we knew we had to make it feel doable, even effortless. So we anchored the campaign around the single, powerful idea that one small switch can have a massive collective impact. If everyone in the UK swapped just one 200-mile car journey for a train ride, the reduced emissions would not just be meaningful; they\u2019d be movement-making.<br><br>But the world is already saturated with sustainability messaging\u2014much of it dominated by a tone of fear, guilt, and overused tropes. To truly capture people\u2019s attention, we needed to reframe the narrative to make climate action feel empowering instead of overwhelming. Playful, not preachy. And most importantly, radically relatable.<br><br>That meant leaning all the way into British culture: the dry wit, the self-deprecating humor, the ability to make a serious point by not taking ourselves too seriously. The bum became our unlikely climate hero. Cheeky? Absolutely. But also disarming, digestible, and impossible to ignore.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/ICBT-Key-Visual-7.gif\"\n\t\t\t\t\talt=\"Gif of bums\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A call to arses (yes, really)<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>With a strategy rooted in simplicity and humor, DEPT\u00ae and Trainline set out to execute a campaign that didn\u2019t just shout about sustainability. It made it <em>feel<\/em> easy, immediate, and kind of hilarious \u2026 exactly the kind of energy we needed to move people from awareness to action.<br><br>At the heart of the campaign was a hero film: an unapologetically cheeky, rousing manifesto voiced by none other than Asim Chaudhry, the beloved British comedian known for <em>People Just Do Nothing<\/em>, <em>Taskmaster<\/em>, and <em>Black Mirror: Bandersnatch<\/em>. Asim brought the warm, funny, irreverent, and totally relatable tone we needed. Because when <em>he<\/em> tells you your &#8220;jiggly climate hero&#8221; can help save the planet, you listen.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091202412\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"mobile-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091202181\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"7f19130b\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"7f19130b\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">That glorious round thing\n\ncan save this glorious round thing.\n\nRound. Stop what you&#8217;re doing right now and go watch this\n\nbecause when as Childry told you that your bum,\n\nyour sweet belongs booty, you are gorgeous behind,\n\ncan literally save the planet by catching the train.\n\nYou listen, guys, I&#8217;m literally wearing blue in support\n\nof the ice cap, so you have to listen to me.\n\nListen, if we&#8217;re hanging out,\n\nI wanna hear you say that you came by train.\n\nMaybe you&#8217;re like me, you catch the train\n\nbecause it makes you feel like the main character\n\nand you&#8217;re saving the planet one day at a time\n\nby sitting on that big booty.\n\nI don&#8217;t know. Or maybe you wanna travel by train\n\nbecause it&#8217;s 67% less polluting than driving a car.\n\nYeah, whatever it is, switch out those car journeys\n\nfor the train and become a climate hero like Moir.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Visually, we leaned into a punk-era energy that would stand out among conventional climate-focused graphics. Working alongside director Glenn Kitson and the analog craft studio ANA Projects, we created a visual system that felt hand-built and high-impact. Bright, clashing colors. Torn paper edges. Ripped textures. It was the opposite of polished\u2014and that was the point. The campaign needed to feel like it came from the people, not a corporation.<br><br>We rolled out the work across:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Meta, TikTok, and YouTube, driving video views and engagement<\/li><li>The I came by train website as the central hub for the movement<\/li><li>Press and PR for amplifying the message through headlines as bold as the visuals<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>But we didn\u2019t stop there. To further boost Trainline\u2019s reach and embed the <em>I came by train<\/em> movement into culture, we partnered with a crew of creators dubbed our &#8220;ambASSadors<strong>.<\/strong>&#8221; Their role? Stitch the manifesto into their own content and give it a life beyond paid placements. The results were hilarious, authentic, and shareable.<br><br>From the script to the stitches, our execution didn\u2019t pull any punches. It was loud. It was layered. It was proudly ridiculous. And it worked, because when you treat your audience like they\u2019re in on the joke, they\u2019re more likely to take action.<\/p>\n<\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"seventy-thirty-asset-two\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091201616\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1091202006\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"e3d6a062\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"e3d6a062\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">But you&#8217;ve been sitting on something\n\nspecial this whole time. You&#8217;re bum bum.\n\nThat&#8217;s your ass. He&#8217;s on the boat, you know? Yeah, man.\n\nYou can be a climate hero just\n\nby getting your bum on the train.\n\nI genuinely think it&#8217;s the coolest way to travel.\n\nLike all my inner circle, they all travel\n\nby train and I quiz him on it.\n\nWhen we rock up to events, I&#8217;ll be like, how did you get\n\nthat fat ass here today?\n\nAnd they&#8217;ll be like, by train, of course.\n\nAnd I&#8217;ll say, good boy. Did you know that traveling\n\nby train is 67% less polluting than traveling by car?\n\nIf you wanna hear us in c Childry tell you\n\nhow your cheeks can save the planet, then go watch the rest\n\nof that video now.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<h2\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Going green with our \u201cglorious round things\u201d<\/h2><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" ><em>Bums on Board<\/em> isn\u2019t just a funny film or a viral moment. It\u2019s a behaviour-change campaign in disguise, as part of Trainline\u2019s larger modal shift movement. By putting humour, humanity, and culture at the core, <em>I came by train<\/em> was once again able to break through the climate conversation and reach people where they actually are with messaging that actually resonates.\u00a0<br><br>Over the course of three and a half weeks, we saw a surge in attention, engagement, and action. People watched, laughed, shared, and reconsidered how they travel. We saw a 10% lift in ad recall, a nearly 40% spike in direct web traffic to the I Came By Train site, and a 16% jump in Google search\u2014all signs that the message not only landed, but stuck.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t12.3 million\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\timpressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t2.35 million\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tengagements\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t2.32 million\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tviews\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/9.jpg\"\n\t\t\t\t\talt=\"Naked men running towards a peach\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Beyond the metrics, Trainline\u2019s <em>Bums on Board<\/em> helped reframe what sustainability messaging can look and feel like. It proved that you don\u2019t have to be somber to be taken seriously. You don\u2019t have to guilt people into caring. And you definitely don\u2019t have to sacrifice creativity to make an impact.<br><br>This isn\u2019t a one-off. It\u2019s the next chapter in a long-term platform designed to keep building momentum. <em>I came by train<\/em> is an ongoing movement with big ambitions for the next decade, and we\u2019re just getting started. From brand campaigns to culture-shifting content, we\u2019re continuing to explore how Trainline can lead the charge toward a more sustainable future\u2014one bum at a time.<br><br>Because when climate action looks this good, feels this fun, and requires nothing more than a seat on the train \u2026 Why wouldn\u2019t you get on board?<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4291898,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":{"id":4291905,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/06\/Trainline-Featured_4_5.jpg"},"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#FFBB00","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41738],"case-category":[42205],"award":[],"person":[832],"case-industry":[42218,42222],"class_list":["post-4291912","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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