Client: Network Rail
Network Rail launched a major national public safety campaign which highlights the danger of level crossing misuse-currently the single biggest risk of train accident on the UK railway.
The hard-hitting TV commercial, supported by three radio executions, launched on Sunday November 2 during ITV’s screening of the F1 Brazillian Grand Prix.
Carrying the message that ‘it’s only a matter of time’ for an accident to happen if crossings are not used correctly, the TV campaign graphically illustrates how the cost of running the risk can be fatal.
Dramatising the consequences of taking risks or becoming complacent when using a crossing, the emotive film flickers between that split decision to take a risk and the fatal outcome of doing so.
Mark Shaoul, head of marketing services at Network Rail said, “Sadly we see all different types of people taking risks and breaking the rules at level crossings. What we’ve done with the new TV ad is to depict some of the pedestrian and driver scenarios that, unfortunately, do actually happen.
"Creatively, it’s a change from the first ad which showed the aftermath of a collision. We think the new ad is more hard-hitting and will take safety at level crossings to a new level of awareness.”
Grant Hunter, creative director of Iris London said, “This is the third year that we’ve worked on Network Rail’s ‘Don’t Run the Risk’ campaign and this latest drive to change behaviour is the most hard-hitting so far. It shows a variety of people going about their daily lives and the everyday thoughts that run through their minds when just about to take that risk at the level crossing.
It’s a brutal reminder that rushing because you’re running late, impatient, or just complacent can have tragic and devastating consequences”.
Iris created the first ‘Don't Run the Risk’ campaign in 2006 – a fully integrated push including TV and radio which was the most extensive public safety campaign ever run by the rail industry.
An online viral music video, staring glamour model Lucy Pinder, targeted 18 to 24 year old males in the first time that Network Rail had used an edgy and hard-hitting viral film in this way. The video’s shocking ending was designed to resonate with young males to bring home the dangers of running the risk at level crossings.
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