Media centre

Monday 8 Oct 2012

NEW LEVEL CROSSING TV ADVERT AIMS TO SAVE LIVES (marketing press)

Region & Route:

National

Network Rail is today launching a new TV, radio and online advertising campaign as part of its level crossing awareness programme. It hopes the campaign adverts will make people more aware that they should treat approaching rail footpath crossings as they would a busy road, even in quiet rural areas.

The TV advert “Distraction”, directed by the award-winning Brett Foraker, depicts a family taking a slow and easy cycle through the countryside, playing a game of “I spy” which distracts them as they approach the footpath crossing. The daughter is standing on the crossing as she realises the answer to “I spy with my little eye, something beginning with t" is track”. She then hears the approaching train sound its horn and realises she is in its path. Network Rail hopes the powerful message “See track, think train” will raise awareness that despite the quiet, rural setting, that paying attention to warning signs can save your life.

The £1m campaign will run for three weeks across terrestrial national and regional television and on satellite channels such as Sky Sports, Sky 1, Dave and FiveUSA. To gain maximum exposure the advert will appear alongside popular shows such as Coronation Street and Downton Abbey. It will also be on video on demand channels including itv.com and will be promoted via social media channels including Youtube, Facebook and Twitter.

Mark Shaoul, head of marketing services for Network Rail said: “Once again we’re aiming to reach the widest audience possible as people young and old, city or country dweller, men and women all need to be alert when crossing the railway. More pedestrians than motorists have been killed in recent years, so we particularly want to connect with this audience. We know that it’s easy to get distracted or given the rural surroundings not realise the risk at a footpath crossing, but just as motorways cut through the countryside, so do railways with very fast trains. We all need to take care and look out for the warning signs ahead of every level crossing; doing so can save your life

This campaign, with a focus on pedestrian safety, follows Network Rail’s summer online video with rap artist Professor Green, asking people to remove their headphones at level crossings so they aren’t’ distracted from safety warnings.