Innovative virtual reality (VR) technology is driving major improvements in safety and behaviour across Greater Manchester’s tram network, as a pioneering programme targets verbal and physical assaults on front‑line employees.
The initiative, jointly funded by the Light Rail Safety and Standards Board (LRSSB) and KeolisAmey Metrolink, uses immersive digital experiences to show young people the real human impact of abusive behaviour. Delivered through the Bee Network’s TravelSafe Partnership Education and Engagement Programme, the VR headsets have already reached hundreds of pupils in local schools.
Craig O’Brien, Head of Engineering Safety and Innovation at the LRSSB, said:
“Both physical and verbal assaults can have a profound impact on people who are just going about doing their own work, and such incidents can also be distressing for witnesses to the incident.
More than 600 Year 9 students and above have now viewed the VR short film No Excuse for Abuse, launched in early December. Early results show substantial behavioural change:
- 94% said the film changed their perception of transport staff.
- 90% said they are now more likely to show greater respect for workers.
- 79% reported a better understanding of the effects of anti‑social behaviour.
- 85% now recognise the consequences of gaining a criminal record through abusive behaviour.
The £60,000 project builds upon the earlier A Victimless Crime VR campaign, which highlighted the dangers of throwing objects at trams, trains, and buses across Greater Manchester.
Louise Barry, Head of Customer and Growth at KeolisAmey Metrolink, said:
“Unfortunately, our front-line staff are routinely subjected to the threat of violence and intimidation simply for carrying out their role.
“The safety and well-being of our colleagues is crucial, but it is vital that we protect our staff, as without them, we can’t look after our customers.
“Whilst adults do commit assaults against our staff, young people are also offenders, and early education is crucial. The VR film aimed at preventing projectiles thrown at vehicles has already generated empathy and changed behaviours, mitigating future criminal activities, and it’s clear this latest project is having a similar impact.”
As abuse against rail and tram staff continues to be a major safety concern across the UK, Greater Manchester’s VR-based approach is emerging as a standout example of early intervention and behaviour change.
Image credit: QEDPR
