Avanti West Coast has been accused by disability campaigners of "virtue signalling" over its new train livery, which features images of wheelchair users enjoying a journey together. The design, titled Together We Roll, was intended to promote diversity and inclusivity on the west coast mainline, but critics say it falls short due to its lack of accuracy regarding accessible travel options.
A digital artist, Baraka Carberry, created the livery for Avanti's new Evero train, which boasts reduced carbon emissions compared to its predecessor. However, each carriage only has one wheelchair space in standard class and another in first class, meaning that two friends or family members who are wheelchair users cannot travel together.
Alice Maynard, a lifetime wheelchair user and former Railtrack head of disability strategy, took to social media to express her disappointment with the design, calling it "virtue signalling without virtue." She argued that instead of glossy images, Avanti should focus on increasing wheelchair spaces on its trains to provide more inclusive travel options for people with disabilities.
Paralympian Anne Wafula Strike also criticized the gap between the train's imagery and reality, stating that disabled people feel disenfranchised and struggle to challenge these issues. She noted that having a level playing field between disabled individuals and corporations is crucial in addressing accessibility concerns on public transport.
Avanti West Coast has maintained that its trains comply with current legislation regarding wheelchair spaces onboard, but the company acknowledges the disappointment caused by Maynard's comments. A spokesperson for Avanti stated that the design was created to celebrate diversity and inclusivity, reflecting the importance of highlighting these values as a company.
A digital artist, Baraka Carberry, created the livery for Avanti's new Evero train, which boasts reduced carbon emissions compared to its predecessor. However, each carriage only has one wheelchair space in standard class and another in first class, meaning that two friends or family members who are wheelchair users cannot travel together.
Alice Maynard, a lifetime wheelchair user and former Railtrack head of disability strategy, took to social media to express her disappointment with the design, calling it "virtue signalling without virtue." She argued that instead of glossy images, Avanti should focus on increasing wheelchair spaces on its trains to provide more inclusive travel options for people with disabilities.
Paralympian Anne Wafula Strike also criticized the gap between the train's imagery and reality, stating that disabled people feel disenfranchised and struggle to challenge these issues. She noted that having a level playing field between disabled individuals and corporations is crucial in addressing accessibility concerns on public transport.
Avanti West Coast has maintained that its trains comply with current legislation regarding wheelchair spaces onboard, but the company acknowledges the disappointment caused by Maynard's comments. A spokesperson for Avanti stated that the design was created to celebrate diversity and inclusivity, reflecting the importance of highlighting these values as a company.
I'm literally so frustrated with this one... like, come on Avanti West Coast! You're trying to be all inclusive and diverse, but you're still managing to mess it up 
. I mean, the design looks super nice, don't get me wrong, but have you guys even thought about how that wheelchair user is actually going to travel on your train? 
The fact that they can only sit together in first class and not in standard class is just lazy 
. And what's up with the lack of accessible spaces across all carriages? It's like, you're trying to make a statement about diversity, but you're not actually making it easy for people with disabilities to use your train 
. I get that you guys have increased carbon emissions and are doing some good stuff, but can't you just focus on making your trains more accessible for everyone? 
It's all about the accessibility, guys! Not just throwing some pictures of wheelchair users up there to make us feel good 
I feel so bad 4 disabled people havin issues w/ Avanti West Coast's new train livery 
. It's like they r tryin to show off diversity & inclusivity but they ain't thinkin bout the ppl who actually need wheelchair spaces, y'know? 
They gotta increase them spaces or it's just virtue signalling, innit? 
.
I gotta say, I'm super disappointed in this train livery design. Like, I get what they're trying to do - promote diversity and inclusivity - but honestly, it's kinda tone deaf. 
Two wheelchair users can't even travel together?! That's not inclusive, that's just... basic. 
One wheelchair space per carriage? That's just not enough. What about more carriages?! What about better staff training?! What about actually listening to people with disabilities and doing something about it?!
We need real change, not just a pretty picture. And yeah, I'm all for celebrating diversity and inclusivity - we should be doing that 24/7, not just when it's convenient or looks good on social media. 
I'm thinking like Baraka Carberry should've gotten feedback from more people with disabilities before making the design 
it's not about being "virtue signalling", it's about actually making things right for everyone 
Avanti West Coast is trying to do a good thing, but they need to make sure their trains are as inclusive as their marketing 
not because I think they're trying to be malicious or anything, but because it feels like they're just paying lip service to accessibility without actually doing much about it 
. I mean, we all love a good diversity and inclusivity campaign, right? 
but can't they at least make sure the trains have enough wheelchair spaces for actual people with disabilities? 
. And yeah, I get that it's hard to keep up with all the regulations and whatnot, but still... can't they at least try to listen to people who actually use their services? 
i mean i get why ppl r sayin its virtue signalling cuz it looks all cute n fun but like alice maynard pointed out there's a huge discrepancy between the images n reality, esp when it comes to wheelchair spaces 
i know they said their trains comply w/ legislation but come on, u cant just slap up a design n call it inclusive if u dont back it up with actual change 
& honestly its not just about accessibility 4 ppl w/ disabilities, its also bout equality 4 all travelers no matter what their needs r 
I think they should have put more thought into how people with disabilities would actually use their train, instead of just including some cute images that don't reflect the reality. It's all about being genuine and doing what's right for everyone, not just trying to look good online 