A shocking new poster campaign from Network Rail where railway sleepers have been replaced by coffins looks set to cause a public outcry.
Each of the coffins carry RIP messages, creating added shock value for the campaign which is set to hit Britain’s biggest railway stations.
Created by Clerkenwell-based integrated agency Aqueduct, the posters have been created to raise awareness of the dangers of trespassing on the railway and carry the headline, ‘What price your life?’.
Additional copy reads, 'Stepping on the track isn't juet illegal, it's a death sentence'.
They are being used to pave the way for Network Rail’s summer ‘No Messin’ Live’ campaign fronted by boxing champion Amir Khan.
Last year there were around 9,000 reported incidents of trespass on Britain’s railway, although the true figure is thought to be much higher.
Whilst the majority of incidents occur along the 20,000 miles of track between stations and at level crossings, platform to platform trespass at stations is a significant problem that train drivers, station staff and transport police have to deal with.
Head of community safety at Network Rail, Martin Gallagher, said, “I think these posters make it crystal clear that you are risking your life by trespassing on the railway and we hope to reduce the number of incidents further and ultimately save lives.
“We’re seeing a lot of incidents happen after 9pm, when maybe after a night out, people’s judgements aren’t at their best. You wouldn’t step out in front of a speeding car to retrieve a mobile phone or a bag you’d dropped, so why jump onto the tracks as a train approaches?”
Aqueduct’s own analysis made it clear that this practice should be discouraged in the strongest possible terms. The creative team therefore married the images of railway sleepers and coffins to create a disturbing, visceral and highly memorable window into the very real dangers of trespassing on train tracks.
Managing director of Aqueduct, Rob Oubridge, added, “We wanted to make it perfectly clear to adults that if they step onto the tracks they stand a serious chance of being killed outright."
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