Client: Network Rail
Campaign: You vs. Train
Objective: To reverse the trend of increasing numbers of young people trespassing on the rail network.
Insight: Our research found that many teenagers don’t go out of their way to trespass, they simply underestimate the risks. Based on the simple insight that no teenager wants to let their mum down, our strategy persuaded them to think about the impact on their loved ones if they were seriously injured or killed.
Idea: Our confrontational campaign hit young people in the heart and the head – presenting the rational facts in a highly emotional context. A hero film told the real story of a family devastated by a trackside accident, while out-of-home, social assets and a campaign website placed rational, educational messaging in the context of the impact on loved ones.
Over the summer of its launch, the number of trespass incidents halved, reversing a five-year trend. The story also appeared on every mainstream broadcast media channel at launch, generating 364 items of coverage. 14 million people were reached with the social content, leading to 2.3 million video views and driving 99,000 people to the campaign microsite to find out more.
The campaign was also recognised by the industry picking up awards at the Brand Film Festival and ...
AMEC Awards | Most effective planning, research and evaluation in the public and not-for-profit sectors