Stack reacts to latest Tottenham Court Road accidents with ‘Look Both Ways’ campaign


Recently, Tottenham Court Road turned from being a one-way street into a two-way road. Not long after, the accidents started to happen. Pedestrians who had been long used to a one-way system were forgetting to look both ways. And they were getting caught out.

Since the shift, numerous accidents have taken place – some resulting in life-changing injuries. Which is why Stack, the customer acquisition and engagement agency owned by MSQ Partners and based at 90 Tottenham Court Road, decided to do something about it.

Stack has created a new campaign called ‘Look Both Ways’, which launched though outdoor, social and experiential channels.

The campaign is a true community initiative. The work features people who work in businesses all along the famous street – from the pub landlords to shop staff, coffee shop baristas to personal trainers. All feature in eye-catching images showing the ambassadors simultaneously looking both ways across the street.

Business Development Service The Fitzrovia Partnership is backing the campaign.

Iain Hunter, Executive Creative Director at Stack, said: “We felt that the initial warning signage created by the Council was too low level and wouldn’t stand out on a street as vibrant and colourful as Tottenham Court Road. So when accidents started to happen, we took matters into our own hands. The Tottenham Court Road community has welcomed our campaign with open arms, agreeing to run the ads in their place of business and even feature in them too.”

Stack’s fellow MSQ Partners-agency The Gate has provided media support, securing prominent sites along Tottenham Court Road, including the 48-sheet digital displays by Goodge Street station – the scene of one of the most severe accidents so far.

Ben Stephens, Chief Executive at Stack, said: “It only takes a moment of forgetfulness to change a life forever. Tottenham Court Road has run in one direction for many years and people slip into bad habits. This is about a community coming together to protect their own.”