TfL: How TfL went from the poster child of COVID spreading to the heart of London’s recovery

Transport for London (TfL), a local government body, launched a campaign in the UK to see a successful return of passenger numbers post-lockdown, and do its part to ensure that everything possible was being done to stop a car-led recovery.

Summary

As the first lockdown kicked in, the prospect for TfL was, frankly, bleak. Not only was our revenue hit with unprecedented severity, but our services became the poster child for COVID spreading: it sometimes felt you couldn't find an article about the pandemic that didn't feature the obligatory shot of commuters in a Tube carriage.

But our rise has proved as dramatic as our fall. From an overnight transformation in how and what we communicated to get us through the early days of lockdown, to a powerful "carrot and stick" combination of celebrating PT and driving through a ground-breaking...

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