Trainline's 'Bums on Board' campaign encourages Brits to take the train

Trainline's sustainability movement, I Came by Train, has launched its latest campaign, Bums on Board – a cheeky yet impactful initiative designed to encourage more Brits to swap at least one car journey for a train ride.

With actor and comedian Asim Chaudhry lending his voice to the campaign's irreverent call to action, Bums on Board is trying to prove that tackling climate change can be as simple as sitting down.

Transport remains the UK's largest source of carbon emissions, and shifting from car travel to rail is a significant step toward reducing the country's environmental footprint. Trainline's I Came by Train initiative, launched in 2022, has already prompted over 30,000 people to pledge to switch from car to train, with activations ranging from a national campaign featuring Craig David to partnerships with Glastonbury and Premier League clubs.

When you think of sustainability messaging, dire warnings and guilt-inducing statistics usually come to mind, but Trainline wanted to take a different approach. Enter Bums on Board, an unapologetically fun and engaging campaign created by digital agency DEPT and directed by Glenn Kitson.

"Real change can be simple, and so is our mission," says DEPT creative director Bel Moretti. "We knew swapping just one car ride for rail this year could greatly impact our collective emissions, so our solution was to get more bums on train seats in 2025."

By using humour and cultural references, the campaign sidesteps the doom-and-gloom messaging typically associated with climate change, instead opting for a more approachable tone. Moretti adds, "We recognised the need to break through the noise of fear-mongering and blame, so our strategy was to adopt a refreshingly positive and posterior-laden tone."

Surprisingly, Bums on Board draws heavily on the rebellious aesthetics of Britain's punk era, incorporating bold, clashing colours, torn imagery, and deliberately 'wonky' typography inspired by independent fanzines. This anti-establishment approach serves as a playful counterpoint to the often polished and corporate look of sustainability campaigns.

Explaining the creative direction, Moretti says: "The campaign takes cues from the bold, rebellious spirit of punk, a key element of British pop culture, resonating with our audience's cultural zeitgeist while highlighting its unique traits."

Adding to the campaign's irreverent tone is Chaudhry, who voices the manifesto with his signature comedic flair. "We needed a British icon, a big, bold voice with the right humour and cheeky tone," says Moretti. "Asim's got huge comic chops and brought the message to life in such a playful way, we couldn't have asked for more."

One of the campaign's key messages is that sustainability doesn't have to feel overwhelming. By making a single small change - switching just one car journey for a train ride - individuals can collectively make a massive impact on emissions.

"It's not often an individual feels they have the power to make a real difference," says Moretti. "So when something as tangible as switching one journey for rail can have an enormous impact, it feels like the right time to challenge the idea that we can't achieve much by sitting on our bums."

Trainline's brand lead, Emily Webb, echoes this sentiment: "Carbon doesn't have to be complicated, and small positive changes can be just that—small and positive. Swapping just one journey really can have a massive impact."

The Bums on Board campaign extends beyond traditional advertising, with Trainline enlisting social media creators as 'ambASSadors' to spread the message in an organic and entertaining way (yes, you read that right).

Moretti explains: "We wanted to enlist as many bums as possible to our peachy little cause.

"Creators help push the message forward, encouraging people to get their bums on board, and give us the flexibility to focus on key parts of the manifesto."

Since launching, the campaign has sparked discussion across digital channels, with audiences embracing its cheeky messaging. "We're doing our job if the work is talked about, and it's definitely achieved that," says Moretti. "There's been lots of praise for taking a humorous and positive approach to sustainability in a world of fear-mongering films."

With transport emissions still a major contributor to climate change, Trainline has ambitious plans to continue expanding the I Came by Train movement. Future activations will build on key partnerships with Glastonbury and Premier League clubs while exploring new ways to inspire people to choose rail travel.