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Winner

You vs. Train

by Pegasus for Network Rail, British Transport Police & the Wider Rail Industry


Summary of work

You vs. Train

Over the past two years, the number of teenage boys trespassing on the railway has significantly increased. At the centre of the issue was a lack of understanding about the risk.

Due to the way their brains work and the impact of peer pressure, teenagers can struggle to weigh up the rational consequences of their actions in ‘the heat of the moment’. In order to get through to this audience, we needed to present the rational facts in a highly emotional context.

‘You vs Train’ was a bold and memorable new campaign that resonated with teenage boys and secured the support of the entire rail industry.

Rather than focus on statistics which can feel anonymous, we built the campaign around the story of one family whose lives were turned upside down when schoolboy Tom climbed on a train. He survived but with life-changing injuries.

At the heart of the campaign was a social film, supported by paid, owned and earned activity, including influencer and media outreach to help amplify the campaign messaging and give it a sense of gravitas.

The results were phenomenal and the data suggests a reduction in trespass incidents, in trespass hotspot locations and beyond, since launch.

Judges' comments

You vs. Train was a “gut punch” of a campaign, with an extremely powerful video. It was highly effective and brilliant with strong insights. The mix of British Rail, The Samaritans and public health was very effectively served. Outstanding!


Highly commended

Small Talk Saves Lives - by Pegasus for Network Rail, British Transport Police & the Wider Rail Industry


Finalists

Obesity and Cancer Awareness Campaign - by Cancer Research UK

Face your Fear - by Roy Castle Lung Cancer Foundation with support from AstraZeneca


Category Sponsors

Louise Dunn, Communications Consultant – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st July 2021

Contact information:

For sponsorship opportunities:
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Tel: +44 (0)1372 414200

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Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243