Pete Dyson, senior behavioural strategist, speaks with Celia Harrison about her work for Transport for London (TfL) that challenged a century-old habit on the London Underground. Follow us @ogilvychange Like us on www.facebook.com/OgilvyChange/ Visit our blog o-behave.tumblr.com Julian Goodkind, music origination and production Sponsor SoundLounge soundlounge.co.uk/