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Network Rail - "Don't Run The Risk " - iris Worldwide

  • Don't Run The Risk
  • Network Rail
  • Network Rail
  • iris Worldwide
  • United Kingdom
  • Don't Run The Risk
Product NameLevel Crossing
Product CategoryAirlines, Airports, Railways, Bus Lines, Ferries & Cruises
Date of First Broadcast/PublicationNovember 2008
Media TypeTelevision
Length42 Seconds

Story

Our task was to create a long term behaviour change programme, takes people from low awareness, to reappraisal of their own behaviour, to social unacceptability of the issue.

Concept

By using communications that feature one outcome but many people and multiple reasons for misuse, we can amplify “it does happen to people like you” 

Communicated via a nationwide consumer campaign across TV, radio, digital – microsite and viral, DM and social networking sites

Outdoor and door drops are used to focus on areas with high frequency of Level Crossing misuse

Internal communication including posters, collateral, DM and events generates advocacy amongst 35,000 Network Rail employees 


Problem

There are over 7,600 Level Crossings both on public and private land that cut across the UK railway network

Every year, over 2,000 pedestrians and motorists are reported to have misused a crossing. Since 2006, Network Rail has spent £2.5m per year
on targeted advertising and communications seeking to raise awareness and change people's behaviour around level crossings and to, ultimately, reduce misuse and accidents at Level Crossings in the UK 

Result

Awarded in 3 consecutive years including MCCA Best Photography and Art Direction in 2007, Campaign Ariel radio awards in 2007 and 2008 and a finalist in the Campaign Big Awards 2008 for Radio

Campaign awareness up from 15% to 38% and understanding of risks at level crossings has increased from 70% to 75%