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Case Study Type: Community

Making rail safe at GTR

At Go-Ahead we are committed to providing a safe and supportive environment for both our customers and colleagues, as they work and travel across our networks.

Our operating company GTR runs the UK’s largest and most complex rail network. Safety is the foundation on which GTR builds this network, with a ‘zero harm’ approach – believing that all safety related accidents and operational incidents are preventable. GTR delivers unique campaigns to ensure both customers and colleagues are aware of potential risks and empowered to make safe choices.

Encouraging safe behaviour in customers

GTR leverages creative media campaigns as an effective way to reach passengers, capturing attention and driving awareness about safe travel behaviours.

Spotlight: Festive safety campaign

The festive season sees an increase in passenger accidents caused by slippery conditions, rushing, and intoxication. To tackle this, GTR’s 2024 campaign shared ‘12 tips of Christmas safety,’ launched strategically on the busiest day for Christmas parties. The initiative featured elves handing out ‘Christmas party survival kits’ at key London stations, alongside a video highlighting safety concerns which gained significant TV, radio, and social media attention.

Key results:

  • Campaign reach: 286 million
  • 7% year-on-year reduction in customer accidents.
a train on the tracks a train in a station

Spotlight: Promoting safety around tracks

In June 2023, GTR launched a Rail Safety Week campaign to address the growing number of passengers risking their lives retrieving dropped items from tracks. Using a playful adaptation of the children’s song “Head, Shoulders, Knees and Toes” – reimagined as “Head, Shoulders, Keys and Phone” – the campaign reinforced the message to keep belongings secure. Featuring children’s voices for impact, the campaign created a memorable “earworm” for passengers.

Key results:

  • Campaign reach: 6.5 million
  • Winner of the 2024 PRCA Transport Campaign of the Year award.

Safety at work: Looking out for colleagues

It is equally important that colleagues experience a safe and supportive working environment.

Tackling antisocial behaviour

To address a significant rise in antisocial behaviour, GTR launched the Antisocial Behaviour Improvement Plan. The plan introduced practical measures to enhance colleague safety and improve incident handling, including:

  • Deployment of over 1,500 body-worn video cameras, ensuring all customer-facing colleagues have access during their shifts.
  • A more than 100% increase in Travel Safe Officers, strategically deployed using incident data to reassure staff and passengers.
  • Monthly security updates, including success stories of prosecutions and joint operations with the British Transport Police (BTP).
  • Guide to personal security supplied to all colleagues, with advice and tips on handling difficult situations which compliments existing training.
  • Enhanced training and aftercare processes, with a focus on colleague feedback and support.
  • Dedicated school engagement to strengthen relationships with youth groups across the network.
  • Improved evidence collection to support prosecutions, including high-quality footage and witness statements.

“Taking care of ourselves and others is at the heart of our Zero Harm ambition. We want all of our colleagues to come to work without fear of violence and we want our passengers to be able to use our network safely.” Samantha Facey Health, Safety & Security Director

Since the plan’s launch, reports of antisocial behaviour have steadily declined, with 60% of reported incidents classified as low-risk.

Promoting colleague wellbeing

In response to findings from the 2024 Safety Culture survey, where 48% of colleagues felt health and wellbeing were not prioritised, GTR introduced the Your Guide to Personal Wellness. Highlights of the campaign included:

  • Personalised guides sent to colleagues’ homes, complemented by five hidden golden tickets offering prizes.
  • Internal promotions reaching over 5,000 colleagues.
  • Sponsorship by Chief Medical Officer Dr Danielle Eaton, demonstrating leadership support for wellness initiatives.

Safeguarding on rail: Accreditation of safety standards 

In October 2024, GTR achieved a 95% score in the Safeguarding on Rail accreditation, an improvement of 3% on the previous year. This accreditation, assessed by the BTP, recognises GTR’s efforts in:

  • Robust safeguarding policies, including background checks and community engagement.
  • Information and support provided to vulnerable colleagues, customers, and railway users.
  • Leadership engagement and collaboration with local BTP teams.

The success of these initiatives is reflected in their impressive reach among both customers and colleagues, as well as a notable reduction in incidents. This progress is underpinned by the 2023 and 2024 Safeguarding on Rail accreditations, reinforcing an unwavering commitment to safety and security.

Optimising service performance with CitySwift

We are committed to providing reliable and punctual transport for the benefit of the customers and communities we serve. We have commenced rolling out the use of CitySwift’s public transport performance platform across all of our bus operations in both the UK and Ireland.

Powered by intelligent data processing

Go-Ahead first engaged CitySwift in 2020, by trialling the platform at our operating companies East Yorkshire Buses, Oxford Bus Company, and Go North East. The trial used CitySwift’s analytics platform to help service planning, improve reliability and better manage the use of business resources.

The platform uses AI to optimise bus operations. By using the available data feeds, CitySwift applies intelligent algorithms to provide actionable insights into key performance metrics such as punctuality, excess waiting time (EWT), and scheduling efficiency.

These initial trials delivered exceptional results including:

  • A 14% improvement in punctuality.
  • A 4% increase in passenger journeys.
  • Enhanced productivity for schedulers and planners.
a man wearing a headset and using a computer a bus driving down a street

A partnership for the future

Encouraged by these outcomes, Go-Ahead committed to a full rollout of CitySwift’s platform across its UK bus operations. The rollout will take a phased approach and be completed by the end of 2025.

“Care for our customer and care for our community are two of our core values at Go-Ahead. Buses are essential services for many, and continually improving reliability and punctuality is vitally important. CitySwift’s platform helps us deliver on this promise by optimising schedules and timetables.” Matt Carney, CEO of Go-Ahead Bus

Go-Ahead’s partnership with CitySwift showcases how embracing technology and collaboration can improve customer service with more reliable and punctual services.

“”
Our mission is to make public transport the travel mode of choice for citizens across the UK and beyond. This partnership with Go-Ahead Group marks a milestone in our journey as we continue to build the smart cities of the future. We have worked with Go-Ahead Group since 2020, seeing tangible results across the companies who implemented our technology in achieving more efficient, faster, and reliable bus services. It is fantastic to have the opportunity to take this further, and have our platform deployed across all companies in the Go-Ahead Group in the UK.

Alan Farrelly

CCO and Co-founder of CitySwift

Reducing loneliness and social isolation: Chatty Bus

Go-Ahead bus companies tackle loneliness across the UK with the ‘Chatty Bus’ scheme – a unique initiative to reduce social isolation and promote conversations about mental health.

Research highlights that one in three people admit to using the bus for social interaction, with some individuals going an entire week without speaking to anyone close to them.

Our operating companies Go North West, Go East Anglia, and Oxford Bus Company each facilitate their own Chatty Bus initiatives, partnering with local mental health charities to widen the programme’s reach.

Chatty Bus across Go-Ahead: A snapshot of regional initiatives

Go North West

  • Partnered with Rochdale and District Mind to launch the Chatty Bus initiative on World Mental Health Day 2024.
  • “Chatty Bus Champions” engaged with customers along the 471 route which includes Bolton, Bury, Heywood, Rochdale.
  • Over 150 customers were engaged by the programme, prompting many conversations, connections and promoting mental health awareness.

“It’s been a lovely experience to talk to someone who cares.” – Passenger feedback

Go East Anglia

  • Hosted its first Chatty Bus event in March 2020, with volunteers from Konectbus, Aviva, and Age UK speaking to customers.
  • Included amental health event at East Anglia University featuring guest speakers discussing wellbeing, mental health support and inspiring ambition in younger people.
  • An inclusive day out for older adults including a trip to the scenic Wroxham Broads intending to spark connections and combat loneliness
  • A pilot Chatty Bus discount card in Norwich to provide affordable transport for well-being service users.

Oxford Bus Company & Thames Travel

  • Held its first Chatty Bus programme in 2019, with a focus on inclusivity and loneliness reduction.
  • Partnered with local mental health organisation Age UK Oxfordshire.
  • In 2024, Oxford Bus Company introduced discounted £1 fares for the Chatty Bus, building on previous programmes that offered a 50% discount. This ensured that everyone could take part in the Chatty Bus programme.

“We’re really pleased to be partnering with Oxford Bus Company again this year for Chatty Bus. The initiative is a wonderful opportunity for many local older people to get or stay connected with others, and our team look forward to chatting with people and helping them link into their community. It’s fantastic to see age friendly initiatives like this and we are keen to support and encourage other events that are inclusive and help older people make connections.”  Paul Ringer, CEO of Age UK Oxfordshire

The Chatty Bus initiative reflects Go-Ahead’s dedication to supporting the wellbeing of the communities we serve. By encouraging conversations and connections, the programme helps reduce loneliness and create a sense of belonging for customers across our bus networks.

Growing social value through rail: ‘Your Station, Your Community’   

Go-Ahead’s Govia Thameslink Railway (GTR) established the ‘Your Station, Your Community’ Improvement Fund, to provide vital support to local groups, charities, and communities along our UK rail networks.

Launched in 2023, the fund focuses on key themes linked to GTR’s corporate social responsibility strategy: mental health, education, employability for marginalised groups, diversity and inclusion, and environmental sustainability. Community groups and charities submit applications for projects which relate to these key themes, meaning the fund facilitates community-led initiatives, created and delivered by local people.

To date ‘Your Station, Your Community’ has funded 52 impactful projects with grants totalling £1.2 million, providing positive and lasting social value along GTR’s routes.

Focus on impact: Two transformative partnerships

Autism Bedfordshire: Supporting inclusion and wellbeing

With growing demand for structured social opportunities for autistic individuals, Autism Bedfordshire was awarded a grant to run social and wellbeing groups. Over nine months, the project achieved:

  • Support for over 300 autistic young people and adults.
  • 84 social and wellbeing events.
  • 60 walking and exercise sessions.

This created many opportunities for participants to build social skills, develop confidence, and adopt healthy lifestyles in a supportive environment.

Positive impacts

As a result of these events, 91% of participants reported reduced isolation, improved self-esteem and lower stress levels.

Overall, the programme generated an estimated £3.6 million in social value, proving the power of focused community investment.*

Missing People: Harnessing technology for better awareness

Through a unique campaign funded by the Your Station, Your Community fund, GTR partnered with Missing People to raise awareness about long-term missing individuals.

Over three months, the initiative leveraged GTR’s WiFi networks, reaching 3 million customers.

The project scope was then expanded with the support of the GTR Communications Team who helped develop the marketing campaigns at Blackfriars and East Croydon stations, as well as online campaigns through the GTR ticketing portal.

Evidence of positive impacts

These campaigns led to tangible results including:

  • 78% increase in website visits
  • An estimated £2,364,641 in social value.

“Our collaborative campaign with our brilliant partner GTR was both innovative and highly impactful.” Paul Joseph, Head of Helpline at Missing People

Lasting results

As we launch the third funding round in 2025, we are inspired by the creativity and commitment local charities and groups demonstrate in their applications. With £1.2 million invested to date and 889 applications received, the fund continues to spark meaningful change in the communities we serve.

*Social value estimations calculated using the RSSB’s Social Value Toolkit.

Embedding the voice of the customer into our operations  

We have implemented a strategic ‘Voice of the Customer’ programme across all our UK Bus companies which ensures our customers, and their needs are heard. We review customer feedback, sentiment and satisfaction every six months, using the results to guide our decisions. Additionally, we align our goals and customer service KPIs with those of Transport Focus, the independent watchdog for transport users.

Listening to our customers

To accurately capture passenger feedback, we use multiple channels and share the results at all levels of the business, including:

  • Consistently monitoring passenger feedback and responding via social media and customer services channels.
  • Taking a deep dive into feedback with our customer satisfaction survey which aims to interview c14k customers every six months.
  • Creating a tailored customer service dashboard for each operating company, which shows how they are tracking and enables them to identify issues and trends that require attention.
  • Sharing specific insights with relevant teams such as engineering, scheduling and passenger information.
  • Reviewing customer satisfaction dashboards at Board meetings and presenting a summary to the Board annually.

The combination of these tools means that our team members can be agile and quick to respond to issues as they arise. It also ensures the experiences, needs and wants of our customers are constantly informing our decision making.

Improving passenger experiences

These insights have led to specific passenger improvements which would not have happened without this programme including:

  • Provision of a flexible seating area in addition to the wheelchair bay.
  • Addition of fares data to our app-based journey planning tool.
  • Enhanced passenger information at key interchange bus stops.
  • Expansion of Tap on Tap off as a primary purchase channel offering best-fare guarantee, ease of use and time saving.
  • Implementing the Go-Ahead Way to improve facilities, bus stop conditions, bus cleanliness and safety and cater to accessibility needs.

At Go-Ahead we continue to gather and act upon customer feedback. We are consistently working to improve overall customer satisfaction by focusing on offering value for money and improving our operations through enhanced cleanliness, comfort and reliability.

WrightBus partnership: Zero-emission buses driving sustainability and job creation  

In 2024, Go-Ahead Group embarked on a transformative journey with a landmark £500 million investment to decarbonise our bus fleet.

This initiative, in partnership with Northern Ireland-based manufacturer Wrightbus, includes the creation of a dedicated manufacturing line to accelerate the transition to zero-emission transport.

The funding will see up to 1,200 new zero-emissions buses built over three years. The buses will support the transition to zero-emissions operations in places like Plymouth, Gloucestershire, East Yorkshire, London and the Isle of Wight.

“This multi-million-pound investment and partnership with Wrightbus will accelerate the transition to a zero-emission fleet across the UK.” – Matt Carney, CEO Go-Ahead Bus

The first new zero-emission buses will run in London in April 2025, and continue thereafter on a regular schedule. While regional deliveries will start rolling out in Plymouth from June 2025 and continuing through to March 2026.

How we’re leading a green transport future

This partnership will create up to 500 jobs at Wrightbus’s Ballymena factory on a dedicated Go-Ahead production line.

“This deal with Go-Ahead is hugely significant not just for Wrightbus and for Ballymena, but for the wider United Kingdom.” Wrightbus CEO, Jean-Marc Gales.

Beyond manufacturing, this project supports 2,000 jobs across the UK supply chain. Additionally, our apprenticeship exchange programme is nurturing the next generation of sustainable transport professionals, ensuring a skilled workforce for the future.

As an official partner of W-Tech, the UK’s only research hub for zero-emission buses, Go-Ahead is positioned at the forefront of green technology innovation.

Wrightbus will plant 10 trees for every bus manufactured, working with environmental charities to give back to the communities we serve.

Once on the road, each zero-emission bus will eliminate on average of 60 tonnes of carbon emissions per year, solidifying our leadership in sustainability and demonstrating our commitment to decarbonising public transport.

Delivering inclusive rail services  

We’re committed to making our rail services accessible for everyone.

To achieve this, we’ve implemented several initiatives across our rail operations to ensure that our services are as inclusive as possible and treat all of our customers with care.

Establishing an Access Advisory Panel

Go-Ahead’s Govia Thameslink Railway (GTR) established their Access Advisory Panel (AAP) in 2016.  Since then, the AAP has given a voice to disabled people on how to improve accessibility across the network. The panel includes 12 disabled people with lived experience of travelling by rail who share their views and propose practical ideas for improvements to senior leaders at GTR. It enables us to identify future opportunities to create a network on which everyone has the confidence to travel. As part of this, members of the GTR team travel regularly with individual AAP members to understand their experiences first hand.

“The Access Advisory Panel strives to do two things that are very close to my heart: it gives disability more visibility and centralised the lived experiences of passengers and people with disabilities…the focus goes beyond tokenism and achieves sustained solutions. I’m beyond grateful to the AAP for helping me learn about other disabilities, as well as teaching me more about my own!” Fiona, GTR AAP member

Our AAP are respected and valued at every level of the organisation. We consult the AAP early in change and communication campaigns, taking feedback into consideration. The AAP’s role has included:

  • Overseeing and approving the design of accessibility training for 7,500 staff.
  • Shaping new inclusive communication guidelines to ensure all campaigns are inclusive (images, format and language).
  • Improving the GTR website to ensure equal access to information.
  • Designing and launching new ‘easy’ travel guides including videos.
  • Implementation of the Aira App for blind and partially sighted people.
  • Innovative trials and individual station-level improvements.
  • Input to proposed solutions for government/industry reform.
  • Providing input into Department for Transport Accessible Design Standards for stations.

As trust in our commitment has built, the AAP have become more involved in communication and marketing campaigns, both internal and external, for GTR and the Rail Delivery Group.  The AAP and its members are an invaluable resource, they work to ensure that our rail services are inclusive and accessible to all.

Building trust in train travel with ‘Try a Train’ events  

GTR’s ‘Try a Train’ events provide an opportunity for those who lack confidence travelling by train to visit train stations and to experience a train journey.

At a glance:

110 events for groups | 6 events for individuals | 250+ people benefited

A typical ‘Try a Train’ event consists of an introduction to the station layout, onward travel, and various station facilities, an overview of ticketing options and sources of information, a meet with the local Station Manager and station teams, and a chance to sample a train journey to a relevant destination.

Each event is assessed afterwards so we can continually improve how they are run.

“I think it is fantastic to provide an opportunity to support individuals to access the train service in their local area.” Try a Train participant, September 2024

To help promote these events, our accessibility team partnered with Cambridgeshire County Council to create a video showing the support available for people.

Improving access with technology

GTR embraces new technology to give customers tailored support.

Aira app

The Aira app is designed to support blind and partially sighted people to experience a smooth customer journey. The app is now available at all GTR managed stations following a successful trial during 2023/24.

The app connects customers with a remote advisor who helps guide them through the station and find a member of staff.

The use of the app was welcomed by respected advocates such as Thomas Pocklington Trust and the Sight Loss Council volunteers.

London Sight Loss Council member and volunteer Vidya Nathan, whose vision is extremely restricted, said: “It is so important to make transport accessible for our blind and partially sighted community as we are heavily reliant on public transport for our daily life. It enables us to be more confident, safe, active and independent.”

SignLive App

SignLive is an app designed to support customers who are deaf or have hearing loss by connecting them with British Sign Language (BSL) interpreters who help customers communicating with our colleagues.

Making Rail Accessible videos

We also have assisted travel pages on Southern, Thamselink, Great Northen and Gatwick Express websites which includes videos, which include captions and BSL, to highlight how we make rail accessible at all stages of the journey including – ‘Planning your journey’, ‘What’s available at the station’, ‘Getting on board’ and ‘Arriving at your destination’

Leading the way in accessible bus services   

Go-Ahead Group is committed to ensuring our buses, all over the world, are easily accessible for everybody.

Caring for our local communities and connecting them to their work, education, healthcare and vital social interactions is at the very heart of what we do and one of our Go-Ahead core values.

By prioritising accessible initiatives our customers can feel comfortable, safe and confident in using our services.

A focused Accessibility Taskforce

We established the very first, operator-led, transport accessibility taskforce uniting accessibility and customer service leads from across the bus division who meet bi-monthly to share industry and group best practice.

The group work with national and local disability groups and charities, by listening and learning from the lived experiences of customers to then co-design and co-produce initiatives, policies and vehicle designs. This continues to then provide innovative solutions to ensure a more accessible journey for all.

a child holding a lunch box in a bus a woman pushing a stroller with two children

Sharing knowledge

Go-Ahead’s Brighton & Hove Buses is a well-known leader in bus accessibility and part of the Accessibility Taskforce.

Brighton & Hove Buses implemented several measures to improve our services including:

  • Implementing the very first ‘Accessibility lead’ role and then subsequently the very first ‘Accessibility Department’ within the UK Bus Industry. This dedicated resource is a key reason why Go Ahead is now a recognised leader in bus accessibility.
  • Partnering  with Alzheimer’s Society UK, to introduce dementia friendly flooring across the entire fleet and dementia friendly moquette on the seating of all new buses.
  • Creating Helping Hand, an award-winning assistance card scheme which is co-designed with several disability organisations. Helping Hand provides bus users with a way to advise of any assistance they may require discreetly and directly. This is particularly helpful for customers with non-visible disabilities.
  • Hosting travel confidence building sessions and a Safe Haven Scheme within our travel shops have enhanced the areas into a community space. The schemes offer help and support to anyone requiring assistance or those unsure of their surroundings. We work in partnership with the local councils, The Alzheimer’s Society, Guide Dogs, local schools and many other charities and organisations to implement these initiatives.
  • Enhancing visual and audio information for all customers with many buses having increased space for two wheelchair bays and separate buggy bays.

 The UK Local Transport Minister Simon Lightwood visited Brighton & Hove Buses and said:

“We want to build a transport system that works for everyone, and Brighton & Hove are leading the way in making this a reality for bus passengers.

Speaking with local disabled people it was clear how much they valued these services, and we want operators across the country to learn from this leading approach – enabling everyone to travel with confidence”.

Ed Wills, Managing Director for Brighton & Hove Buses:

“We continue to work with and learn from charities and organisations locally and across the UK. By listening and learning from the lived experience of disabled people including co-designing our policies, initiatives and new vehicles helps to ensure a more inclusive journey for all.”

We are now taking the many of the initiatives developed by Brighton & Hove and implementing them across other operating companies, ensuring these accessibility measures benefit customers throughout our networks.

Training drivers to support passenger needs

We have also partnered with the Sight Loss Councils to develop driver training that supports blind and partially sighted customers. Endorsed by the CPT (Confederation of Passenger Transport) Bus Users UK, DVSA (Driver and Vehicle Standards Agency) and CIHT (Chartered institute of Highways and Transportation), this training is now considered the gold standard for the industry and is freely available to operators throughout the UK.

On demand bus services

Our operating company, Carousel Buses, has introduced a Demand Responsive Transport service. This service operates on the concept of ‘virtual bus stops’, with services picking up and dropping off customers near where they want to start and end their journeys, without being constrained by physical infrastructure. This is a progressive step in making public transport more accessible to customers in rural communities.

 

Social care initiatives in Singapore 

At Go-Ahead Singapore we have made significant investment into ensuring public transport is inclusive and accessible to all.

  • Care Buses
    We worked with the Cerebral Palsy Alliance Singapore (CPAS) on the CARE bus initiative. This awareness campaign involved designing bus wraps on our service 358 to raise awareness for an inclusive commuting culture.
  • Helping Hands Scheme
    We first trialled this programme on our Singapore services in 2020. As a result of its success, it has now been implemented across all LTA bus and rail services.

Recognition and outcomes 

As a result of our initiatives at Brighton and Hove Buses, the Go-Ahead Group is the first owning group to achieve Leader status. This is the highest level for the UK Department for Transport’s Inclusive Transport Leaders Scheme for bus and train operations.

Additionally, we have received accreditation from respected accessibility groups including Guide Dogs, Dementia Friends status and our Accessibility Lead at Brighton & Hove Buses and a key member of the Accessibility Taskforce, Victoria Garcia, is honoured with an MBE for ‘Services to disabled transport users’.