Network Rail: EIGHTEEN – The Graphic Novel

Network Rail, the owner and infrastructure manager for most British railways, launched a Graphic Novel at ComicCon in the UK that highlighted the dangers of electrified railways to young people.

Campaign details

Brand: Network RailAdvertiser: Network RailAgency: 23redCountry: UK

Campaign Overview

A shocking story to tell

The rail network operator required a way to make young people take more notice of the dangers of electrified railways.

Strategy

Research showed just 37% of young people in the Midlands deemed the railway a dangerous place. This audience most commonly used the railway for short-cuts, so the organisation needed to explode myths and inform them of the possible consequences.

Working with more than 250 young people near danger hotspots, 23red learned why they took risks and...

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