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TfL "brighter" campaign

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Bletchleyite

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Has anyone else heard/seen some advertising under this promotion?

To me it comes across as somewhere between condescending (e.g. the 20mph one), with the voice over talking as if they were talking to a two-year-old, and just plain bizarre, e.g. nobody ever says "my bus service has got brighter" when they mean it's improved. And the visuals are just cheap looking overexposed pictures of e.g. Tube trains.

You'd get away with "we're doing this for a brighter London", giving an image of a happier, less dowdy city due to reduced pollution etc, but not the way they've done it.

I hate to think what it must have cost them, but it is utterly, utterly cringeworthy in my book. Any thoughts?
 
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devon_belle

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I've seen the posters and haven't actually worked out exactly what is the point they're trying to make is. My thoughts were that it's more corporate washing that make people less likely to pay attention to posters. I wasn't enticed to spend long enough finding out about what they really were for until this thread.
 

Mawkie

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For those that haven't seen it, this link provides the rationale behind the campaign as seen from the ad company that created it. In a sentence "Shining a light on the good stuff TfL is doing."


(Image taken from the linked website showing a TfL staff member escorting a visually impaired person on a escalator, with some special lighting effects.)
 

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Bletchleyite

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For those that haven't seen it, this link provides the rationale behind the campaign as seen from the ad company that created it. In a sentence "Shining a light on the good stuff TfL is doing."


It also refers to "We all want to live in a brighter, greener London." - which is what I thought might have been the aim, but it's beyond cack-handed. I'd not pay £2.99 for it.

The wording is something like "This will make our journeys safer* and brighter than ever before" - it's just clumsy, because a journey can't be "brighter" because abstract things can't be lit up. Surely "This will make our journeys safer, and our city greener and brighter than ever before" is how you'd write that?

It's truly dire.

* The 20mph version, there are other words for other ones.
 

setdown

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I saw a poster for that campaign recently, celebrating the new S-stock trains as part of the modernisation plan. Weren't they introduced almost 15 years ago?
 

bramling

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Has anyone else heard/seen some advertising under this promotion?

To me it comes across as somewhere between condescending (e.g. the 20mph one), with the voice over talking as if they were talking to a two-year-old, and just plain bizarre, e.g. nobody ever says "my bus service has got brighter" when they mean it's improved. And the visuals are just cheap looking overexposed pictures of e.g. Tube trains.

You'd get away with "we're doing this for a brighter London", giving an image of a happier, less dowdy city due to reduced pollution etc, but not the way they've done it.

I hate to think what it must have cost them, but it is utterly, utterly cringeworthy in my book. Any thoughts?

Seems like another “Isn’t Sadiq Khan wonderful” campaign. One presumes violent crime isn’t included in this?…
 

Bletchleyite

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Seems like another “Isn’t Sadiq Khan wonderful” campaign. One presumes violent crime isn’t included in this?…

:)

It does seem to have a distinct air of Mr Khan's "everything is wonderful" approach about it, doesn't it? I don't dislike him in the way some do, and think many (but not all) people who do dislike him are just being racist, but that does seem to be his personality, coupled with a bit of mild (but not quite Drakefordian) nanny-stateism.
 

bramling

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:)

It does seem to have a distinct air of Mr Khan's "everything is wonderful" approach about it, doesn't it? I don't dislike him in the way some do, and think many (but not all) people who do dislike him are just being racist, but that does seem to be his personality, coupled with a bit of mild (but not quite Drakefordian) nanny-stateism.

One does struggle to think of one single thing aspect of London which has got better during Khan's tenure. A friend of mind waxes lyrical about him, yet I've asked that question a number of times and am yet to receive a tangible response. Even if one removes personality, Khan has been pretty non-effective by any measure. At best it should be rather embarrassing that even Johnson seemed to achieve more.
 

rebmcr

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One does struggle to think of one single thing aspect of London which has got better during Khan's tenure. A friend of mind waxes lyrical about him, yet I've asked that question a number of times and am yet to receive a tangible response. Even if one removes personality, Khan has been pretty non-effective by any measure. At best it should be rather embarrassing that even Johnson seemed to achieve more.
Not wasting £Ms on unbuilt garden bridges, 7th-rank tube extensions (in the wrong fare zone), and low-capacity cable cars all come readily to mind.
 
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Not wasting £Ms on unbuilt garden bridges, 7th-rank tube extensions (in the wrong fare zone), and low-capacity cable cars all come readily to mind.
I'd rather have a few dumb projects here and there if some actually useful new stuff gets built too. Governments need to be brave. Basically nothing major has happened under Khan but ULEZ expansion ,which is basically just a tax hike for marginal air quality gains

I might soften my view a little bit if the Croydon Bromley superloop is well executed, or Croydon gets some new trams and we get reliable service again
 

brewer85

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diamondgeezer wrote some comments on this ad campaign last month, https://diamondgeezer.blogspot.com/2023/07/brighter-journeys.html
"At TfL we start every day with the same ambition. To make your journeys with us brighter*". The asterisk there is my own addition because brighter is a silly word to use, a meaningless adjective in the circumstances, glibly smothering an appropriately upbeat aspiration.
* better
Seeing so many of the posters together like that, it's fairly saccharine.

I suppose from Khan's perspective, he may be past the point of caring about subtlety, and just wants to get some positive stories out there.
 

boiledbeans2

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I saw a poster for that campaign recently, celebrating the new S-stock trains as part of the modernisation plan. Weren't they introduced almost 15 years ago?

This is the official TfL webpage for this campaign if anyone's interested, and yes, the S stock seems to be part of it, under "Improving the Tube", and then "Four Line Modernisation":
 

MikeWh

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One does struggle to think of one single thing aspect of London which has got better during Khan's tenure. A friend of mind waxes lyrical about him, yet I've asked that question a number of times and am yet to receive a tangible response. Even if one removes personality, Khan has been pretty non-effective by any measure. At best it should be rather embarrassing that even Johnson seemed to achieve more.
Depends where you are in London to an extent, but freezing tube and bus fares for 4 years means that they are now lower and will remain lower for some time to come. You can't just reverse the freeze in one fell swoop.
 

jon81uk

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diamondgeezer wrote some comments on this ad campaign last month, https://diamondgeezer.blogspot.com/2023/07/brighter-journeys.html

Seeing so many of the posters together like that, it's fairly saccharine.

I suppose from Khan's perspective, he may be past the point of caring about subtlety, and just wants to get some positive stories out there.
Khan may never see the posters, its likely all signed off within TfL only, or just approved within City Hall without going to the Mayor.

One does struggle to think of one single thing aspect of London which has got better during Khan's tenure. A friend of mind waxes lyrical about him, yet I've asked that question a number of times and am yet to receive a tangible response. Even if one removes personality, Khan has been pretty non-effective by any measure. At best it should be rather embarrassing that even Johnson seemed to achieve more.

Cancelling the garden bridge, fare freeze, bus hopper fare, ULEZ expansion and significant amounts of social housing are probably the major elements of his tenure so far. Of course the pandemic has probably slowed things somewhat though.
 
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This is the kind of advertising "talent" you get when you're skint as an organisation, have heavy political oversight (of both stripes) and have to try and come up with some sort of positive when NOBODY is feeling even remotely positive.

The usual voices wanting this to be about Khan are amusingly/sadly predictable.

And anyone making comments along the lines of "Boris was better" - up your dosage, or stop dossing on the Interweb and go back to your job screwing up Bromley council.
 

lookapigeon

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Yes, I have seen these - I can't put my finger on it, but it's the verbiage they use on the posters and in the radio adverts that makes me gag a little.

Rather than making people drive even slower, causing more congestion and pollution why not turn it on its head and encourage pedestrians to be more alert of their surroundings, look before you cross etc?
 

Thirteen

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I do think if Sadiq Khan wins the next Mayoral Election, it should be his final term because there will be a point where Londoners will be sick of him and he's lucky that the candidates he has faced have been awful.
 

bramling

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This is the kind of advertising "talent" you get when you're skint as an organisation, have heavy political oversight (of both stripes) and have to try and come up with some sort of positive when NOBODY is feeling even remotely positive.

The usual voices wanting this to be about Khan are amusingly/sadly predictable.

And anyone making comments along the lines of "Boris was better" - up your dosage, or stop dossing on the Interweb and go back to your job screwing up Bromley council.

I don’t think anyone is saying Boris was better. It’s a rather unfortunate state of affairs that the London mayor always has to be judged on “least worst”, or even “least odious”.

As I’ve posted elsewhere, I see it as a pointless circus, and would have it ditched altogether.

As for whether Khan is directly behind this, one can be forgiven for being suspicious given the numerous seedy “The Mayor of London, Sadiq Khan” posters and adverts we’ve seen all over TFL since his tenure commenced. So there’s certainly a history of using TFL to promote his personal brand image.
 
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jon0844

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I do think if Sadiq Khan wins the next Mayoral Election, it should be his final term because there will be a point where Londoners will be sick of him and he's lucky that the candidates he has faced have been awful.
If he keeps winning, there's surely a pretty fair assumption that people aren't yet sick of him.

I can't vote as I don't live in London, but if he wins he clearly isn't as unpopular as some people keep assuming.

We'll find out next year.
 

bramling

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If he keeps winning, there's surely a pretty fair assumption that people aren't yet sick of him.

I wouldn’t lay too much money on that one, as pretty much everyone (with one exception) I come into contact with can’t stand him. But a good proportion of those say they will hold their nose and vote for him because “the others are *even* worse”.

A pretty rotten state of affairs really. But then national politics isn’t much better.
 

Hadders

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Diamond Geezer wrote an article on this.

TfL have a new favourite adjective.

And that adjective is 'brighter'.

brighter1.jpg

Journeys are brighter, connections are brighter, networks are brighter, everything's getting brighter.

And all because, apparently, TfL are "helping to make greener** journeys in London brighter for everyone".

Join me on a walk along the tube platform at King's Cross St Pancras station and let's see if we can work out what brighter actually means.

brighter2.jpg

Ahhh, tube improvements. Many such improvements exist but this poster is celebrating the Four Lines Modernisation programme and its new signalling system. This is the programme Ken Livingstone launched in December 2006 to replace all the trains on four tube lines and upgrade archaic signalling systems. His successor introduced the first new train in 2010 and his successor finally saw the fleet replaced in 2017. As for signalling it's now 10 years since TfL had to replace the original supplier, totally delaying things, and the rollout of the new system isn't due to be completed until the start of 2025. Essentially this is a poster that could have appeared on a tube platform at any time between 2006 and 2025. An improved, more frequent, 'brighter' timetable remains tantalisingly far away.

brighter3.jpg

Ahhh, Crossrail. You'd expect TfL to go big on all things purple and indeed they have, and rightly so. 10 minutes from Paddington to Liverpool Street is brilliant, I did it myself yesterday and praised the gods of rail improvement. You'd think therefore that the claim "making journeys through central London faster than ever before*" was watertight but apparently not because they've had to asterisk it. You may have noticed that all three posters in my first photo also had asterisks, indeed this advertising campaign could be the most asterisked of all time. The caveat in this case is
* faster than previous TfL journeys on a single train
I'm trying to imagine how anyone would have got from Paddington to Liverpool Street faster than 10 minutes previously, even with their foot down in a sports car or on a motorbike. It's still 18 minutes on the Circle Line, best case scenario, and I can't see any reason why this asterisk is needed unless TfL has an asterisk pedant whose job is to sit in meetings and say "no, you have to be specific what it's faster than."

And that's not the only asterisk on the poster because there's a double asterisk on "That is how we're helping to make greener** journeys in London brighter for everyone". The asterisk pedant has additionally insisted that TfL explain what they mean by "greener", and this time it's...
** compared against average car emissions LEGGI 2020 and LAEI 2019
It turns out TfL are comparing their operations to car emissions and saying they're greener than that, which perhaps doesn't come as much of a surprise. Also LEGGI is the London Energy and Greenhouse Gas Inventory and LAEI is the London Atmospheric Emissions Inventory, in case you were wondering. However the LEGGI documentation specifically states "2020 statistics should therefore be cited with caution, and we expect to see an increase in emissions in 2021." so this may not be the most helpful or meaningful benchmark.

brighter4.jpg

Ahhh, buses. Here's the much quoted environmental claim that the TfL bus fleet is "100% low or zero-emission*" which is clearly excellent. Officially this means all 9000 buses operating across London meet or exceed Euro VI emission standards, i.e. the same emissions standard as the Ultra Low Emission Zone, so no vehicle's going to have to stop running when the zone expands. But this is not exactly new news, it's been the case since January 2021, and a more important thing would be how fast the fleet is moving from low to zero emission. Also note the asterisk because "emission*" too needs clarifying...
* at the tailpipe
This tailpipe thing's always coming up, as if the asterisk pedant's been employed for years, because with buses it seems you have to be really specific which orifice you're claiming to be low-emission. I'd like to remind the asterisk pedant that electric buses don't have tailpipes so they can't be zero-emission at the tailpipe because they don't have one QED.

If you're wondering where the Superloop is, because the Superloop's at the top of the publicity volcano these days, it's in the video. Yes of course TfL have made a 40 second video for the 'brighter' campaign, in which they dutifully claim "we've made all our buses low or zero emission at the tailpipe, including those for our proposed Superloop routes". I'd like to remind the asterisk pedant that if all your buses are low or zero-emission then obviously a subset of those buses will also be low or zero-emission because that's how logic works, so maybe you didn't need to clarify that one.

brighter5.jpg

Ahhh, cycling. Trebling the amount of Cycleway since 2016 is a good statistic, although I'm not sure how much of the increase is rebranded cycle lanes and how much is genuine improvement. Also according to the online Cycleways map there are still zero kilometres of Cycleway in Bromley, Croydon, Sutton, Harrow and Havering, and derisory coverage in Barnet, Hounslow, Richmond and Bexley. Let's hope these "plans with the London boroughs to expand it further" have teeth otherwise this isn't genuinely brighter for outer London at all. Also please hurry up, because if bike-hating Susan Hall gets into City Hall next year all cycle improvements will be off the table.

brighter6.jpg

Ahh, step free stations. According to the poster "now over 200 have step free access", which sounds great but masks several wide discrepancies. The total includes "DLR stations and all tram stops", both of which have been in existence since the 20th century, and they contribute over 80 to the "over 200" total. Crossrail contributes at least 40 more, whereas the number of tube stations with step-free access has yet to hit 100 (i.e. still below 40% coverage). I don't know if you saw last week's press release showcasing the next 10 tube stations to get step-free access but that was literally just a shortlist, there's no current funding, none are getting built yet, so hold your dreams of brighter journeys for the time being.

I suspect there are more posters than this - for example for the DLR, the Overground and for road safety - but that's where this particular Northern line platform ran out of wall. I suspect the existence of additional posters because the 'brighter' campaign has a call to action which is to "search TfL improvement plan", and all those projects are on the longlist bundled in with everything positive the campaign team could think of.

According to the accompanying video, "At TfL we start every day with the same ambition. To make your journeys with us brighter*". The asterisk there is my own addition because brighter is a silly word to use, a meaningless adjective in the circumstances, glibly smothering an appropriately upbeat aspiration. So next time you see stuff about "brighter* journeys" being bandied about, remember what the asterisk pedant really means and nod along.
 

BJames

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I wouldn’t lay too much money on that one, as pretty much everyone (with one exception) I come into contact with can’t stand him. But a good proportion of those say they will hold their nose and vote for him because “the others are *even* worse”.

A pretty rotten state of affairs really. But then national politics isn’t much better.
Agreed and sadly looks the same again this time round.

I had no idea what this thread was talking about when I first read it. Then I got onto the tube an hour later and started seeing these posters everywhere. I've been on the system every day for the past three weeks and this is the first time I've noticed the campaign and it's only because I saw this thread. Not a good campaign.
 

TFN

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I came off a train (not TfL) while I was in TfL uniform and a drunk lad was shouting “Making every journey brighter!” at me or something of the sort. Has this ad been playing on TV/radio?

I found it amusing :D
 

LUYMun

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I found a video in correlation with this advertising campaign, and I don't think it's bad at all. It drums the message home that TfL wants to make journeys as pleasant as possible, highlighting its strategies it's recently taken.
 
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