Stunt of the Week: It’s a Wonderful Line
‘Tis not just the season to be jolly, but to spread kindness. And that’s exactly what the latest campaign from Virgin Trains and its long-term charity partner Rethink Mental Illness aims to do.
You might have seen the campaign taking to train station platforms up and down the country. ‘It’s a Wonderful Line’ recognises how difficult the festive period can be for people suffering with mental health issues and the positive impact that simple acts of kindness can have. The campaign started on 22nd November and involves the script of the iconic festive film ‘It’s a Wonderful Life’ appearing on the platforms of Virgin Train stations from London to Glasgow – covering over 7.5km of script painted in 14 locations over 14 nights.
Virgin is also adding to the campaign by enabling customers to enjoy ‘It’s a Wonderful Life’ whilst they travel via the onboard free entertainment service throughout December.
“Strange, isn’t it? Each man’s life touches so many other lives. When he isn’t around he leaves an awful hole, doesn’t he?”
By using #ItsAWonderfulLine on Twitter, Virgin Trains and Rethink Mental Illness are encouraging passengers to share photos of the quotes when they see them on the platforms to let other passengers know that they are not alone.
This campaign is a wonderful example of how a big brand can use its status for social good; without an agenda of selling more of its products or services. Virgin Trains worked closely with Rethink Mental Illness to highlight an important issue and do something that will really make passengers stop in their tracks.
By thinking outside the box, the campaign has also received a significant amount of media coverage in national and local press and is gaining traction on social media, creating further awareness of the messages it aims to spread. As the campaign continues its journey across UK train stations, we’re sure we’ll see even more positivity sweeping the nation. This simple but effective campaign is definitely one of our favourite Christmas campaigns we’ve seen so far!
