About This Project
Summary
To shift travel habits and promote train travel as a greener choice, we launched “Bums on Board,” the latest evolution of Trainline’s I came by train movement. Using humour, culture, and cheeky creative, we reframed climate action as something simple and empowering, just sit on a train with your bum. The irreverent campaign cut through climate comms fatigue with bold visuals, creator content, and a unifying message that inspired real behaviour change.
Goals & Objectives
We aimed to inspire people across the UK to swap at least one car journey for a train trip by reframing sustainability through humour, making climate action feel accessible, relatable, and impactful, while building long-term momentum for a modal shift in transport behaviour.
Results & Impact
In under a month, the campaign drove 12.3 million impressions, 2.35 million engagements, and a 40% spike in direct traffic to the campaign site. It boosted ad recall by 10% and search interest by 16%, while proving that playful, culture-led climate messaging can spark real action.
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