Rethink Mental Illness With Virgin Trains

This year will be my second Christmas without my dad and whilst I am excited to see my nieces reaction to her presents and spend time with my family, I know that there will be times in December where I will notice the void he left behind even more than I do going about my day to day.

My parents always made Christmas magical and although we still celebrate and keep to the traditions we had with my dad, I miss the Christmas shopping trips he and I would have. I miss his laughter and excitement on Christmas Day. I miss how he was always the first to wake up because he was excited to see our reactions.

We try so hard to keep the magic of Christmas alive not just for him but for ourselves too, but it’s hard, some days you can feel the dark clouds trying to push through.

Kindness at Christmas

The truth is Christmas isn’t always magical for everyone and that is where ‘It’s A Wonderful Line’ comes in. This year Virgin Trains have teamed up with their charity partner Rethink Mental Illness to bring quotes from ‘It’s A Wonderful Life’ to train stations spanning the West Coast route.

From London to Glasgow, platforms will be adorned with famous lines from the classic 1948 Christmas film, all in the hope of raising recognition of how hard the festive period might be for some. The campaign will direct customers – via a URL embedded in the script – to information, advice, and support around mental health.

Natasha Grice, Executive Director of People at Virgin Trains said:

“It’s A Wonderful Life is a story of hope, redemption and kindness, which teaches us that having someone there for you when you need it the most is one of the greatest gifts you can receive. Many of our people have been personally affected by the issues raised in this campaign or know someone who has been.

We want everyone to know there’s help out there, and that if you’re not affected by poor mental health, it’s really easy to help someone who is.

The url for It’s a Wonderful Line painted at Birmingham international

James Fletcher, Head of Corporate Partnerships at Rethink Mental Illness said:

“It is vital at this time of year to let people know that help is available if they need it. We have worked closely with Virgin Trains for the last two years to help raise funds so that more people can access support in communities along the West Coast network. This campaign highlights the need for this support at a time of the year which can be difficult for some of us, and we are proud to be part of it.”

Over 7.5km of script will be painted over 14 nights in 14 locations, all of which are listed below along with the date the script will be on the platform.
London Euston – 22nd November
Rugby – 23rd November
Birmingham International – 27th November
Birmingham New Street – 28th November
Stafford – 29th November
Stoke-on-Trent – 30th November
Crewe – 3rd December
Warrington Bank Quay 4th December
Liverpool Lime Street – 5th December
Manchester Piccadilly – 6th December
Preston (Lancashire) – 10th December
Penrith – 11th December
Carlisle – 12th December
Glasgow – 13th December
Bitminghsm International Train Station sign and platform 5 logo
A quote from It’s a Wonderful Life painted at Birmingham International
A quote from it’s a Wonderful Life painted on a platform at Birmingham International

A quote from It’s a Wonderful Life painted at Birmingham International

A quote from It’s a Wonderful Life painted at Birmingham International

George Bailey: What is it you want, Mary? What do you want? You want the moon? Just say the word and I’ll throw a lasso around it and pull it down. Hey. That’s a pretty good idea. I’ll give you the moon, Mary.

Mary: I’ll take it. Then what?

George Bailey: Well, then you can swallow it, and it’ll all dissolve, see… and the moonbeams would shoot out of your fingers and your toes and the ends of your hair… am I talking too much?

A picture of the platform at Birmingham International featuring the painted quotes from It’s a Wonderful Life

1 Comment

  1. December 7, 2018 / 12:11 pm

    Unfortunately Virigns Train high profile PR stunt suggesting they are beacons of kindness is a very noisy and rather ironic display of hypocrisy in view of them force evicting a mental health charity this Christmas in Carlisle, UK. Making vulnerable people more vulnerable by removing their access to a much loved, needed and used service. https://itsawonderfullie.uk

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