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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

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Category Sponsors

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

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

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253