Badge with message 'I am someone's best friend' created by LNER as part of their 'Be Kind' campaign.

In 2021, a time of Covid 19 restrictions, the Train Operating Company LNER saw increased anti-social behaviour towards its staff. Some passengers were unwilling to wear masks, reserve a seat or social distance. The company worked to bring in measures it hoped would protect its employees. After trials, it was found that the most successful messaging to reduce anti-social behaviour was language which emphasised personal relationships. As a result of this badges were made for employees who felt the badges reduced conflict, enhanced customer experience and encouraged friendly conversations.

Since the launch of the campaign in 2021, over 30 inclusive messages have been created for colleagues to choose from. The badges went on to be used by other Train Operating Companies such as Southwestern Railways, Merseyrail, Great Western Railway and East Midlands Rail, with more train operators following.