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Highly Commended

You vs. Train

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


Summary of work

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

“This campaign was really well researched and executed and their demonstrated objectives were met. It was more focused on bringing about a change as opposed to just getting the coverage, which is great and was extremely effective. It’s an amazing multi channel campaign with really strong pre and post analysis."


Winner

UK Malnutrition Awareness Week - by M&F Health for BAPEN & The Malnutrition Task Force


Highly commended

GLAD I took part – Reducing Mental Health Stigma# - by Four Health for King’s College London


Highly commended

You vs. Train - by Pegasus for Network Rail, British Transport Police & the Wider Rail Industry


Finalists


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