Excellence in Communication Through Creative Execution

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 is a great campaign that epitomises everything this award looks to recognise. Emotionally engaging and well executed. Deserves credit for achieving brilliant earned media coverage and social media engagement.