Challenge

Although Britain has one of the safest railways in Europe there have been 44 deaths at level crossings in the last 5 years. Young people need to know how to stay safe – but rail safety doesn’t set their world alight.

Insight

We needed to show young people how rail safety and the railways can play an important part in their lives. Messages needed to be made more engaging, interactive and relevant.

Solution

We co-created Rail Life – an inspirational campaign brand that encompasses all the latest content about the railway: from safety games to the latest career videos.
On and offline Rail Life has been used by teachers, youth workers, community safety managers and young people alike. It is now firmly established as the access point to the railways for young people – from timetables, to careers and safety.
Professional media such as Guardian Education and TES endorsed the campaign, along with tweets from youth charities such as Action for Children and NSPCC.

Impact

Professional feedback has shown that Rail Life has really hit home and influenced young people’s views on rail safety.
The Rail Life Tumblr site had a strong performance in it’s first few weeks with over 3,000 web visits, a low bounce-rate of 31% and a high dwell time of over 7 minutes.

Plan for the Weekend