What's Happening?
Network Rail and the British Transport Police launched a campaign titled 'You vs Train' to address railway trespass among 18- to 34-year-olds. The campaign, led by Storycatchers, utilized horror film techniques to recreate the effects of electrocution
and train strikes, aiming to highlight the dangers of railway trespass. The initiative resulted in a 23% reduction in trespass incidents and a 120% return on investment. The campaign was recognized with three Gold awards at The Drum Awards for its innovative approach to public safety.
Why It's Important?
The campaign addresses a significant public safety issue, as railway trespass leads to over 700,000 minutes of delays annually, costing approximately $90 million. By effectively reducing trespass incidents, the campaign not only enhances safety but also minimizes disruptions and associated costs. The use of horror film techniques to convey the dangers of trespassing is a novel approach that engages the target audience, potentially influencing behavior change and reducing future incidents.
