# Restrictions introduced on charity adverts on London trains

- Link: https://fundraising.co.uk/2013/04/17/restrictions-introduced-charity-adverts-london-trains/
- Published: 2013-04-17T11:50:46+01:00
- Author: Howard Lake

**The number of charities advertising on trains in and out of London has increased
so much that the company that places them is to restrict charity ads to a maximum
of 20% of adverts at any one time. Many of the adverts promote mobile giving by 
text.**

KBH On-Train Media will introduce the restriction from 22 April. From that date 
until further notice the company will allow **only 12,000 of its 60,000 advertising
panels** to be sold to charity clients.

Ian Reynolds, the company’s Managing Director, explained that **charity sector advertising
had grown by more than 125%** in the first quarter of 2013. He welcomed the business
and saw it as “a ringing endorsement for our traincard format and what it can deliver
in terms of both awareness and response”, but said that the company had decided 
to distribute charity advertisers “more evenly across periods”.

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He added that “if there is less competition in our intimate environment then this
will help [charities]” and ensure a good ROI.

![RSPCA train advert showing a happy puppy](https://wfay6x.infiniteuploads.cloud/
2013/04/rspca-train-advert-201304.jpg)

RSPCA train advert. Photo: Open Fundraising

KBH, he pointed, out “has always been a keen supporter of this sector in terms of
very competitive rates and way above average level of Free overshow on campaigns
to increase their exposure and response”.

The decision was made **in response to feedback from media agencies and charity 
clients** themselves.

 

![Shelter train advert](https://wfay6x.infiniteuploads.cloud/2013/04/shelter-train-
advert-2012.jpg)

Shelter train advert. Image: Open Fundraising

The adverts appear on 400cm x 400cm square posters or a similar landscape size.

The change **will not affect any existing or currently booked campaigns**.

Oisin Lunny from [OpenMarket](http://www.openmarket.com/), which provides mobile
fundraising and engagement solutions for UK charities and specialist agencies such
as DEC, Open Fundraising and InstaGiv, commented: “the effectiveness of this kind
of advertising is not limited to train boards, **the message supersedes the media**.
I have no doubt effective and engaging SMS acquisition mechanics will be increasingly
used across ambient media, print, TV, radio, social, online, in fact all other commuter
touchpoints.”

[www.kbhontrainmedia.co.uk](http://www.kbhontrainmedia.co.uk/)

Photo: train adverts by [Open Fundraising](http://www.openfundraising.com)

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