Just a tad, a smidge – it’s nicer, wouldn’t you say?
See, a little consideration goes a really long way

Smith & Foulkes sensitively portray a poignant message with a light-hearted tone in this beautifully crafted campaign created in collaboration with VMLY&R and the Department for Transport.

A quarter of disabled people in the UK avoid using public transport due to the attitudes of other travellers. Through thoughtfully designed animated characters and metaphors, the project aims to encourage people to be more considerate whilst traveling. This series of films are part of a multifaceted campaign launching across cinemas, print, radio, online and social, aiming to unite everyone in the single aim of being nicer to each other.