Each year Transport for NSW holds a ‘Rail Safety Week’ across their network. RSW looks to highlight the importance of people taking personal responsibility for their own safety.
The challenge of course with these kind of public announcement campaigns is getting people to notice them amongst all of the everyday safety messages and provide an emotional context for some very rational messages.
This year’s ‘Play your Part’ campaign was aimed at children in particular and we developed a communications program based on a series of ‘role models’ (superhero, athlete, black belt and racing car driver) with the thought that if they could follow safety rules, so could you.
Executed in OOH/X-Track video advertising, social media, digital posters and a series of transport hub activations, it proved popular internally as well as with children and other public transport users.