We’re delighted to announce that Amulet has achieved White Ribbon accreditation. White Ribbon is a global movement that encourages men and boys to take action to end violence against women and girls (VAWG).
It focuses on awareness, education and positive allyship, with accredited organisations committing to challenge harmful behaviour and promote respect in every setting. White Ribbon Day is held on 25th November annually and serves as a collective moment for all accredited organisations to renew that pledge.
Our commitment runs deeper than a certificate. It signals how our people show up every day, particularly across transport networks, in stations, on platforms and in offices. VAWG affects every community, and in transport networks, our teams often encounter vulnerable passengers directly. This makes awareness, early intervention and confident allyship essential.
Becoming accredited reinforces our pledge never to commit, excuse or stay silent about VAWG. It aligns with the values that guide our work: protecting people, challenging harmful behaviour and supporting environments where everyone feels safe.
How our teams put this into practice
Every colleague at Amulet plays a part in this. Each conversation with a member of the public or colleague, each decision taken during a shift and each moment of support between team members contribute to a culture built on respect, safety, and accountability. We continue to train and guide our people so they can recognise concerning behaviour, step in appropriately and support those who need help.
This year on White Ribbon Day, we spent time with c2c and the British Transport Police for the unveiling of the White Ribbon decal train. The team also sang at Birmingham International Train Station with Avanti West Coast after the success of last year’s event at Birmingham New Street.
At KeolisAmey Docklands, we spoke with frontline staff on their day-to-day experiences of challenging unacceptable behaviour and supporting the public. We gave On the Spot Awards to colleagues who have shown exceptional acts of bravery in recognising and stopping harmful behaviour.
We also hosted roadshows with Transport for Greater Manchester, and Northern will run awareness activities through December and January. These events help our colleagues connect with passengers, raise awareness and encourage others to speak out.
Evidence that proactive action works
Our commitment is backed by research. We recently partnered with the University of Cambridge and one of our train operating company clients on a project aimed at reducing VAWG at stations identified as hotspots. Sixty Amulet Travel Safety Officers were selected, trained and deployed with enhanced focus on these locations.
Over six months, stations that adopted these strengthened measures saw a significant reduction in incidents compared with those that continued routine procedures. The improvement was achieved by existing teams without additional funding, which highlights how smart planning and targeted resource allocation can create safer spaces.
Why this matters to Amulet
“White Ribbon accreditation is a milestone that belongs to everyone at Amulet. From our frontline colleagues to our office teams, everyone contributes to a culture of respect, safety and accountability. I’m excited to continue supporting our people with the training and guidance they need to make a real difference every day.”
Tracey Cheung, L&D director at Amulet
“This accreditation reflects the values we expect across our organisation and the wider industry. Our people step forward every day to protect passengers and support colleagues, and this commitment strengthens that purpose. Preventing violence against women and girls requires action, consistency and leadership. I’m proud of how our teams continue to show what that looks like in practice.”
Kieran Mackie, managing director at Amulet
Continuing the journey
Accreditation marks the beginning of our work, not the conclusion. We will keep strengthening our training, deepening our partnerships and speaking out where silence causes harm. The responsibility is shared, and the impact is collective.
By standing together, we aim to create safer journeys, safer workplaces and safer communities. This forms part of the wider story of how security can act as a force for positive change across the transport and retail sectors, and it remains one of the most meaningful commitments we make.
