London Transport: Fare Evasion Campaign 1982-90
1982-90 campaign to show fare evades that it was a serious offence and if caught evaders would always be prosecuted. 1983 launch campaign used posters, radio and TV, pre-post research showed clear attitude changes, repeated in 1984. C2DE 16-24 men seen to be main target group, attitudes decayed quickly after a 4 month ad break, showed periods between advertising should be shortened. Passenger attitudes improved and evaded revenue was reduced. Cinema included in 1987 but seen not to be effective. Campaign ended in 1990 after introduction of electronic gates made problem no longer so great. During 7 years of campaign tendency to fare evasion was reduced and kept low for spend of £1.6million, with a reduction in lost revenue from 1983 figure of £30m to £12m.