Transport for London (TfL) is marking its 25th anniversary with a vibrant new campaign titled "Making Every Journey Matter for 25 Years". This celebratory initiative features illustrated posters rolled out throughout 2025, each showcasing different perspectives on the transport service's evolution.
The campaign, created by VCCP and Wavemaker UK, celebrates London's rich cultural heritage and highlights how TfL has transformed the daily lives of millions. Whether it's the introduction of innovative services, making travel greener, safer, or ensuring inclusivity, TfL has undergone remarkable changes since its establishment as part of the Greater London Authority on July 3, 2000.
This week unveiled the first series of five eye-catching posters, crafted by VCCP alongside talented London-based illustrators Charlie Davis, Eoin Ryan, and Raj Dhunna. Each poster features pivotal moments from TfL's history, ranging from the introduction of the 'Baby on Board' badge to the launch of the iconic Tube night service.
VCCP's creative director Simon Learman noted, "We wanted the creative work to represent the last 25 years rather than retrospectively." With deep roots in London's culture, these illustrations are set to capture the unique essence of the transport system.
The campaign will celebrate important aspects of TfL's achievements, including the launch of the Oyster card—revolutionizing travel convenience—and the inclusion of more than 200 step-free stations, enhancing accessibility for all Londoners. Learman emphasized the human element, stating, "This is fundamentally about people: Londoners," indicating the campaign's focus on the benefits to real individuals.
The rollout of the posters will align with various events throughout the year, allowing the public to engage with the campaign continuously. "We plan to bring 25 product points to life throughout the campaign," Learman added, emphasizing the commitment to diverse artistic representation.
The celebration was launched on January 27, 2025, at Liverpool Street Underground station, featuring London's Transport Commissioner Andy Lord and 25 talented buskers. Notable figures including Britain's Got Talent winner Tokio Myers and rapper MC Grammar performed special PA announcements, marking the significance of the event.
Andy Lord stated, "Since 2000, we have delivered momentous positive change across the city and on our services." He expressed excitement about the upcoming projects set to benefit Londoners over the next quarter-century. The initiative also reflects TfL's focus on sustainability, including efforts to transition to zero-emission buses and implementing the world’s first 24-hour Ultra Low Emission Zone.
The London Transport Museum is also playing its part by hosting events related to TfL's anniversary, inviting visitors to share their personal experiences. Elizabeth McKay, the museum's Director and CEO, highlighted how London’s transport network has continually shaped the city for over 160 years.
Upcoming events at the museum will include family activities, competitions for schools, and a new photography exhibition opening this June, showcasing the historical and contemporary aspects of London's transport.
Overall, the campaign demonstrates TfL’s dedication to keeping the city moving, connecting residents to opportunities and experiences. Lord reassured Londoners of their commitment to developing the transport network to meet future demand.
“There are exciting plans for the next few years,” he noted, referring to anticipated changes like new DLR and Piccadilly line trains.
Hints about the activities lined up for the anniversary are punctuated with fond memories of the past 25 years. The public is encouraged to share their personal journeys with TfL throughout the year, which will see their stories told across TfL's social media platforms and beyond.
The 25th anniversary campaign not only reflects on the achievements of TfL over the last quarter-century but also looks forward to its future endeavors. With its innovative approach to transportation and community engagement, TfL aims to continue serving as the lifeblood of one of the greatest cities in the world.
Andy Lord's concluding remarks encapsulated the essence of the celebration, assuring Londoners of the commitment to improving accessibility and environmental friendliness, enhancing the transport network for every age and background.
For more details on how to share memories or participate in anniversary events, TfL invites individuals to contact the dedicated email address: [email protected]. With this anniversary, London proudly stands at the intersection of history and future, filled with hope and potential for more remarkable journeys to come.