It is estimated by ATOC that fare evasion costs UK train operators around £200 million every year. Research conducted by the industry had revealed that there are different types of fare evaders. Habitual and deliberate - these are very hard to effect Accidental - those who were not sure how to buy a ticket at remote stations - tackled through education and technology eh mobile tickets Occasional opportunists - researched showed that this subset did not really see fare evasion as a crime and that it harmed no one apart from the "big" train operators.

To change the behaviour of the opportunist fare dodger by changing the way they think about fare evasion. We needed to take extremes of behaviour and nudge people into thinking that fare evasion is as bad as these. The numbers objective is to reduce fare evasion n=by 10 x the cost of the campaign.

A cartoon character called dodgy Derek - who would steal food off your plate, push someone with a pushchair out of the way, use the disabled loo, steal your cofee, take a newspaper out of a door as he walks to the station - and not pay for his ticket. All delivered in a cool cartoon style. A simple style that is easy to re colour for each or the GTR brands. Delivered through social and email as well as in static form on outdoor.

Fare evasion on targeted routes reduced year on year and the financial objectives were easily met. Hannah Shackcloth GTR Marketing Manager stated "This was so fresh, different and effective we commissioned another 5 behaviour change films from Guerilla. Including litter, safety and anti-social behaviour."

Challenging the way customers think is best done in a fun and abstract way. Dodgy Deerk is made up but we all know someone a bit like him. The key thinking hear is we are not saying DON'T DO IT we are saying - think again about who it impacts.