1 Jun 2026
A unique collaboration embracing the latest virtual reality (VR) technology is having a major influence on the behaviour of young people and their attitudes towards tramway employees in Manchester.
More than 1,600 students from schools around the city have now used VR headsets to watch a hard-hitting film, ‘No Excuse for Abuse’, and 94 per cent have since said they will now show more respect towards Manchester Metrolink staff.
Launched in December 2025, the initiative is being funded by the Light Rail Safety and Standards Board (LRSSB) and tram operator KeolisAmey Metrolink (KAM), and the film is now being deployed as part of the Bee Network’s TravelSafe Partnership Education and Engagement Programme.
Since then, it has been rolled out in 11 schools and colleges, and follow-up research has found 85 per cent of those who’ve watched the film have a better understanding of the impact of anti-social behaviour on public transport staff.
Carly Swift, Marketing and Communications Manager at the LRSSB, explained: “The project is clearly raising awareness of the profound impact of verbal and physical attacks on people who are just going about doing their own work.
“It also demonstrates the benefits of organisations working together and embracing new technologies to help tackle long-standing issues faced by operators and their employees.”
Others involved in the project have also praised the results, including Sarah Potts, TravelSafe Prevention and Engagement Advisor at Transport for Greater Manchester.
"It has been a privilege to support the development of the TravelSafe Partnership’s new virtual reality film, No Excuse for Abuse,” she said.” Now successfully embedded within our educational programme, the film is helping to drive meaningful behaviour change.
“It provides a powerful and immersive way for young people to understand the real impact of their actions and reinforces the clear message that there is never an excuse for abusive behaviour.”
Lisa Cleminson, Director of Service Delivery at KA, commented: "Investing in tangible actions that improve safety and the perception of safety demonstrates our strong commitment to valuing and protecting our colleagues.”
Frontline KAM staff have also given their backed for the film, with one saying: "As a new colleague at Metrolink I found the VR session opened my eyes to what our CSRs and drivers have to deal with out on the system.” Another described it as hard-hitting and emotional, while one said it was eye-opening and insightful.
Carly Swift added: “The project has clearly demonstrated the value of VR in influencing behaviour and we are planning to work with other operators to deliver similar projects in the near future.”