Avanti West Coast, a major UK train operator, has been accused of 'virtue signalling without the virtue' after unveiling new train artwork that campaigners say misrepresents the reality of travel for disabled passengers.
The Artwork vs The Reality
The controversy centres on a new livery designed by digital artist Baraka Carberry for Avanti's new Evero trains. Titled Together We Roll, the artwork spans seven carriages and depicts vibrant scenes of people and culture. One prominent image shows two female wheelchair users, apparently enjoying a journey together.
However, this inclusive imagery starkly contrasts with the onboard reality. Each Avanti West Coast train provides only one wheelchair space in standard class, with an additional space in first class. This means two friends or family members who use wheelchairs cannot travel together in standard class and would be forced to take separate trains.
Campaigners Speak Out
The disparity was highlighted by Alice Maynard, a lifetime wheelchair user and former head of disability strategy at Railtrack. Maynard, who has also worked with Transport for London and the Department for Transport, took to social media to criticise the disconnect. She told the Guardian that increasing actual wheelchair spaces would be preferable to using 'glossy images' that suggest an inclusivity which does not exist.
'Don't be woke, be inclusive,' she urged Avanti. 'The images are supposed to be celebratory but they don't celebrate us. It's a nonsense. This is virtue signalling without the virtue.'
Her concerns were echoed by paralympian and campaigner Anne Wafula Strike, who has previously spoken out about accessibility failures on public transport. She emphasised the challenges disabled people face when challenging large corporations. 'What happens if a couple who are wheelchair users want to travel together on one of these trains?' she asked. 'When it comes to transport, disabled people's world is shrinking.'
Avanti's Response
In response to the criticism, an Avanti West Coast spokesperson stated that there had been no reduction in wheelchair spaces and that all their trains comply with current legislation. They expressed regret that Alice Maynard was upset by the imagery.
The spokesperson explained, 'The wrap design was born out of an idea from our frontline colleagues to celebrate our diversity in our workforce as well as the communities we serve... We are proud to be a company that highlights the importance of inclusivity, and this artwork reflects that.'
Despite this defence, the incident has sparked a wider conversation about the gap between corporate symbolism and tangible accessibility improvements for disabled passengers on the UK's rail network.
