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The Department for Transport uses animal characters as a visual metaphor for how behaviour can change while taking public transport.

People morph into hyenas, a bull, tortoises and more to represent their inconsideration, but they turn back into humans when they demonstrate empathy for their fellow passengers. The soundtrack is an original song, composed by Siren and Factory, that takes a light-hearted tone to convey a serious message about creating a more empathetic and inclusive environment on public transport. Disabled people in the UK travel up to a third less and one in four say negative attitudes from other passengers have prevented them from using public transport, according to research from Scope. The campaign aims to raise awareness of non-visible impairments, which affect 50% of disabled adults in the UK. It was created by Perle Arteta and Christopher Joyce, and directed by Smith & Foulkes through Nexus Studios.