This one was a bit different - and incredibly rewarding! Through a personal connection, ENVEE Digital joined a grassroots campaign advocating for essential accessibility upgrades at a Metro train station in Melbourne. This purely non-commercial project allowed us to flex professional skills in strategic planning, technology, and communications in a way that was deeply satisfying. ❤
The Challenge
Ivanhoe Train Station, a key stop in Melbourne’s Metro network, lacked Tactile Ground Surface Indicators (TGSI), making it unsafe and inaccessible for visually impaired commuters like Lilly (pictured), a family friend and brand new university student. Despite more than five years of polite emails and calls from Lilly’s family, no progress had been made.
Out of 222 train stations in Melbourne’s Metro network, 196 have TGSI implemented (although some only have it installed on one side). Ivanhoe was one of the 26 remaining train stations without TGSI.
The Solution
We provided strategic and digital advice and support as part of the campaign team, by leveraging our expertise to develop a tailored online strategy to drive the campaign and amplify its voice while maintaining a clear focus.
Key actions included:
- Worked with the campaign team to define a specific, actionable goal: securing TGSI at Ivanhoe to ensure independent travel for Lilly to and from university.
- Directing behind-the-scenes operations and ensuring Lilly and her family were the public faces of the campaign, to build community trust and engagement.
- Setting up technology to support the petition, including change.org, where the campaign quickly gained traction.
- Crafting or reviewing critical communications, ensuring clarity and impact.
- Facilitating outreach efforts with local media, stakeholders, and decision-makers to emphasise the importance of accessibility upgrades at Ivanhoe Station.
The Impact
The campaign achieved a significant milestone, securing over 10,000 signatures on the petition and drawing the attention of decision-makers. In April 2025, the Minister for Transport Infrastructure and Minister for Public and Active Transport, Hon. Gabrielle Williams and Ivanhoe's local member of Parliament, Hon. Anthony Carbines confirmed that TGSI installation at Ivanhoe Station is scheduled for May 2025. This outcome will make the station safer and more accessible for Lilly and others, showcasing the effectiveness of targeted grassroots advocacy.
Reflections and Future Directions
This campaign highlights the importance of defining clear, achievable goals to maintain focus in advocacy efforts. It demonstrates the power of combining strategic technology initiatives with impactful communication to mobilise support and drive meaningful outcomes. Moving forward, we are excited to apply these insights to other projects, empowering communities and organisations to create real change.
It is also worth noting that 25 other train stations across the Melbourne Metro system still lack TGSI. Additionally, the 100-year-old bridge at Ivanhoe Station remains a significant barrier for many public transport users, including the elderly, wheelchair users, parents with prams, shoppers with carts, and the visually impaired. Feedback submitted via the petition highlighted how these accessibility challenges prevent users from accessing the other platform, effectively limiting their ability to use public transport altogether. There is still much work to be done.
For more information about our services and how we can help your organisation navigate its journey, please get in touch via our Contact page.