KEY COMPONENTS

/TVCs
/Press Ads
/In-Train and on platform poster campaigns
/Community education tools and collateral
/Website www.railsmart.com.au
/Campaign collateral for targeted audiences
/On platform displays

In mid 2006 Smoke Creative responded to a brief from QR Corporate for the development of an external safety campaign to educate the community on the need to act safely in and around the rail environment, primarily as a television campaign.

On further research it became apparent that QR was actively involved in many community focused safety initiatives but they were somewhat fragmented. Smoke proposed an overarching approach to this problem that involved aligning many of the safety initiatives under one banner. Since its inception RailSmart has undergone significant evolution from both a design and tone perspective. Through its consistency of message, a set of guidelines is now in place to ensure that safety related messaging is consistent and easily adapted for each target audience.

The establishment and on-going development of the RailSmart website is now providing QR with a much broader reach and acts as a conduit for rail safety information and education. In recent months the website has experienced a steady increase in traffic flow as a result of a determined effort to raise the profile and utility of the site through supporting collateral and on-going campaigns.

Presently a significant focus on railway crossing incidents has seen a new evolution of RailSmart. By approaching crossing incidents with a ‘human cost’ perspective we are introducing 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 has been developed with a strong emotional theme and by using actual train crew brings a confronting reality to the message. A new series of community service announcements, ambient media and an internal DVD are presently in production.