/2xTVC for Queensland
/2xTVC for WA
/DVD and on-line media production
/Design
/Photography
/Website

Our Brief was to create a significant focus on avoiding railway crossing incidents as part of QR Ltds commitment to the safety of all its employees and the general public. The Campaign Objective was to raise awareness amongst the general public of the safety risks of disobeying signs and signals at Railway Level Crossings.

By approaching crossing incidents with a ‘human cost’ perspective we were able to introduce the physical and emotional impact on train crew brought about by the stress created from motorists who disobey signs and signals at railway crossings. The campaign is emotional and the use of actual train crew and their stories brings a confronting reality to the message. A series of community service announcements, press, ambient media and an internal documentary style DVD mailed out to all families (approx 15,000) of QR employees were produced.

The documentary style DVD was also made available on QR’s external facing safety website railsmart.com.au with a feedback form provided for viewers to make comments which were utilised to refine the campaign and provide valuable research material for future campaigns. The campaign utilised a unique approach to research, an effective combination of traditional and nontraditional media channels and was supported by a strong public relations campaign. As a result, QR was able to cost effectively communicate their safety message to not only more than 16 000 staff members but exponentially beyond this. This campaign secured in excess of $500,000 in positive publicity and to date, a significant decrease in incidents at rail level crossings.