Toby Triumph and one of his posters produced for
Transport for London's #TravelKind campaign
I.
Transport for London is the local government body with a multi-billion pound budget responsible for most aspects of the capital's transport network.
The management board is appointed by the Chair (and Mayor of London) Sadiq Khan - or, as he doubtless now likes to be referred to, Sir Sadiq Khan [1]. It's the board's job to ensure Khan's transport strategy is implemented, whilst a Commisioner and several chief officers oversee day-to-day operations.
TfL likes to promote a caring corporate identity concerned with promoting and protecting various rights and ensuring that their customers (i.e., passengers) eat healthily (in 2019 Khan introduced restrictions on the advertising of foods and drinks high in fat, salt, or sugar).
Some would describe this as a form of wokeness, but coming as I do from a punk background indebted to the Dead Kennedys, I prefer the term zen fascism [2].
II.
On 13 November 2017, TfL launched a new campaign - #TravelKind - which encouraged customers (i.e. passengers) on trains and buses to consider others and help make public transport a more enjoyable experience for everyone.
The campaign is still running today and includes a series of posters designed by the illustrator Toby Triumph; a hippie originally from North Yorkshire, but who now spends his time betweeen London and New York.
Working with the wonderful guys at the advertising agency VCCP [3], Triumph produced nine posters for use across the TfL network, all designed in his colourful 1960s and early '70s influenced style: smiley faces, peace signs, rainbows, etc.
Obviously, I'm not a fan: not of TfL; not of VCCP; not of Sadiq Khan; not of Toby Triumph; not of hippie idealism; not of corporate wokeism; not of zen fascism.
Indeed, one is almost tempted to channel the spirit of '68 and put a big black X through the injunction BE KIND on the poster that hangs at a nearby bus stop and replace it with the words SOYONS CRUELS! [4].
Notes
[1] Khan was awarded a knighthood in the New Year Honours List (2025) in recognition of his achievements and extraordinary service. Whether he deserved such - and whether he should have accepted such (and thereby open himself up to the charge of gross hypocrisy) - is debatable.
[2] The phrase - Zen fascist - is used in the band's debut single 'California Über Alles' (Alternative Tentacles, 1979) and is one that I have incorporated in several posts on Torpedo the Ark.
What Jello Biafra says of Jerry Brown I think we can also say of Sadiq Khan; he too is a left-leaning moral authoritarian who enjoys exercising power just a little too much, whilst insisting that all Londoners wear a happy face and share his vision of a diverse multicultural, multi-ethnic, net-zero city. To play the song, click here.
[3] Founded in 2002, VCCP describe themselves as a global integrated communications agency that creates innovative and exciting advertising designed to transform brands. Their founding principles include being happy and unprecious.
[4] Soyons cruels! was a slogan painted on the walls of the Sorbonne during the student uprisings in Paris, in May 1968.
This might seem an outrageous and offensive statement to many people today. However, if you remember your Nietzsche and Foucault - and know something of the politics of the period, infused with the ideas of the Situationists - then the injunction takes on a certain philosophical character.
James Miller suggests some interesting readings of what being cruel might mean in practice in his essay 'Carnivals of Atrocity: Foucault, Nietzsche, Cruelty', in Political Theory, Vol. 18, No. 3 (Sage Publications, August 1990), pp. 470-491. Click here to access on JSTOR.