Transport for London has launched “Act Like a Friend”, a touching new behaviour change campaign that encourages Londoners to look out for one another when travelling around the city. Created by VCCP and directed by Edem Kelman through My Accomplice, the film highlights the small, everyday moments of kindness that make the capital’s transport network a more caring and inclusive space.

Launched during National Hate Crime Awareness Week (11–18 October 2025), Act Like a Friend forms part of TfL’s wider safety strategy to tackle hate crime, harassment and abuse across London’s transport network. The campaign aims to empower bystanders to step in safely when they see someone being harassed or intimidated, offering simple and practical ways to help.

At the heart of the campaign is a powerful behavioural insight: in moments of harassment, many Londoners want to help but don’t always know how. Act Like a Friend reframes intervention as something natural and intuitive, showing that small, human gestures such as starting a friendly conversation, checking in with someone, or pretending to know them can make a real difference.

Shot over several days across recognisable London locations, the film combines cinematic visuals with a grounded sense of realism, reflecting the diversity and warmth of the city’s communities. It captures fleeting yet meaningful moments that happen every day across buses, trains and stations, portraying London as a place defined by empathy, connection and shared humanity.

“It was a pleasure working with the brilliant team at VCCP/G&B and TfL on this special and important campaign. They approached the storytelling with complete integrity and by asking a director with no commercial experience on board to collaborate, Edem Kelman they got behind an exciting new talent and believed in his ability to deliver the film. It was a great process to be a part of.” - Jamie Clark, MD of My Accomplice

The film sits at the centre of a wider multi-channel campaign running across cinema, digital, social, and out-of-home media until 24 November 2025. Supporting assets include digital out-of-home executions, online video, and social cutdowns that showcase true stories of Londoners who have stepped in to help others. Partnerships with Crystal Palace FC, Fulham FC, and Tottenham Hotspur extend the message into local communities, using contextually relevant prompts to make this behaviour simple and achievable in real time.

Running in parallel is ‘Tackling Crime’, a complementary strand that reinforces TfL’s enforcement activity across the network, highlighting that criminal behaviour and abuse carry real consequences. Together, these initiatives strike a balance between education and enforcement — showing both TfL’s commitment to safety and Londoners’ collective role in fostering a culture of respect.

Edem and Jamie brought immense passion to this project. Their dedication spanned from researching the stories and crafting the script with the creatives to expertly liaising with TfL (including tubes, buses, and trains) to ensure minimum disruption. The success of this campaign was a result of a true collaboration between production (Girl & Bear), the agency (My Accomplice), and the client (TfL). We are especially pleased that both TfL and Girl & Bear were able to support new talent in the industry. Simon Plant - EP Girl & Bear