I Came By Train - supporting sustainable travel to the Summit

We’re proud to be partnering with I came by train, helping attendees travel more sustainably to the Summit.

To encourage sustainable travel to the event, all ticket holders can access an exclusive 10% discount code to use when booking their train journeys.

I came by train was born in October, 2022 as an unbranded behaviour change campaign, funded and supported by Trainline. The campaign, created in response to the growing urgency of the climate crisis and rise in public eco-anxiety, aims to inspire individuals to switch to more sustainable travel habits, and demonstrate how collective action can have a positive impact on the planet.

Transport is the highest emitting sector in the UK, accounting for more than a quarter (27%) of greenhouse gas emissions, with cars making up 68% of those. But with 69% of UK adults saying their lifestyle means they need a vehicle (Ipsos, May 2024), the answer is not to stop travelling, but to enable more sustainable ways to do so.

So, I came by train’s goal is to raise awareness of the fact that rail is a more planet-friendly way to travel, and as a result accelerate modal shift (mass switching from car and plane to train). It wants to inspire the world to say “I care about the planet, so I came by train!”, and to say it loud and proud.

With that goal in mind, chart-topping R&B legend, Craig David’s, song ‘Better Days’ was released in October 2022, calling listeners to make “one small change” - swapping a journey to train. The song was complemented by ads displayed across London, on buildings and tube stations, surfacing different areas of climate breakdown in a non-traditional way.

To avoid the risk of triggering eco-anxiety, the messages used a light-hearted (but considered) tone and were paired with the statement that taking the train is 67% less polluting than driving, offering not just the problems, but also a solution. The goal was to invoke feelings of empowerment and collectivism. And it worked.

The campaign reached 11 million people, and won a cabinet of purpose and industry awards. But, most importantly, it resulted in a 14% increase in behaviour change intent, with 40% of survey respondents saying it inspired them to take the train more often.

But I came by train always strove to be more than just a campaign. And since 2022, it's grown into something far greater - a coalition of businesses, policymakers, NGOs, and community groups, all united in their mission to empower citizens to travel sustainably.

Working together, those involved in I came by train achieve far more than they could individually, using their collective voice to put a megaphone to the barriers preventing modal shift. Trainline, for example, shares valuable research, data and insights on travel habits, to inform simple, addressable behaviour change strategies.

The movement aims to distil the overwhelm of the climate crisis into small, manageable actions. It focuses on what people can do now, because switching one journey from car to train doesn’t require a drastic lifestyle change for an individual, but, collectively, it makes a big difference for the planet.

Now, the movement is focused on uniting like minded organisations who can work together and use their collective strength to enable citizen-focused action. By leveraging the unrivalled access, reach and scale of I came by train, they strive to enable sustainable behaviour change and support the UK's journey to Net-Zero.

Joining the I came by train coalition unites you with a passionate group who are working together towards a clear set of emissions reduction targets. It gives you access to shared expertise, research and data, and opens opportunities for brand and commercial partnerships. It helps your organisation, team and customers reduce carbon emissions, through encouraging and enabling sustainable travel choices.

Together, we can drive meaningful change and make sustainable travel the easy and obvious choice for everyone.

To find out how to get involved, email [email protected]