Reducing fare evasion without infrastructure changes

The solution

INFLUENCE AT WORK applied persuasion psychology to diagnose why fare evasion persisted and to identify practical points of intervention across the passenger journey. The work generated nearly 40 behaviourally informed interventions, leading to a programme of work which included the running of social norms experiments, a programme to change public perceptions that evaders are cheaters, a redesign of the penalty fares system, staff training, social media and communication campaigns.