Campaign details

Agency: 23red and Fully Focused

Overhead lines along the Midland Main Line are being electrified – but few young people deem the railway to a dangerous place.

The challenge was to shift this perception by engaging an audience who don't pay attention to traditional campaigns.

Strategy

The Midland Main Line is being electrified with over 25,000 volts, a change that carries a significantly increased risk to those who trespass on railway lines.

With few young people deeming railways dangerous, the challenge was to shift the perception of the danger from the train to track.

Working with schools near danger hotspots, the campaign gathered a unique insight into how the target audience think and feel.

Together, relevant messages and plotlines were developed to a new way to deliver education, as well as real engagement, by making language, scenarios and relationships relevant and credible.