The new Out-of-Home (OOH) campaign by South Western Railway, titled ‘Abuse stays with our staff,’ is based on research into the real experiences of SWR colleagues who faced verbal abuse from customers. The campaign features a point-of-view (POV) lens capturing everyday moments like making tea, preparing soup, taking a shower, and returning home, alongside the cruel phrases directed at them during work, such as “you absolute moron,” “you dumb cow,” and “you stupid old fool.” The creative aims to humanize the experiences of staff and raise awareness about the impact of verbal abuse.

South Western Railway’s ‘Abuse stays with our staff’ campaign includes the message: “The thoughtless abuse given to our staff can stay with them. Be kind.” Fronted by Peter Williams, Customer and Commercial Director at South Western Railway, the campaign addresses the verbal abuse faced by frontline workers. Williams emphasizes the emotional toll of such abuse and urges people to consider the lasting impact on colleagues. St Luke’s joint CCO, Richard Denney, stresses the campaign’s goal of making individuals reflect on how their words can significantly affect others, especially during moments of stress or frustration.