Media centre

Wednesday 2 Aug 2006

SHOW VISITORS TOLD “DON’T RUN THE RISK”

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Visitors to Woodvale Show, Formby (5/6 August) will be told by Network Rail not to run the risk when it comes to using level crossings. The owner of Britain’s railway infrastructure will bring its national advertising campaign to the show where staff will be on hand to warn visitors about the danger to themselves and others when they misuse level crossings. The £3m campaign to highlight the danger of level crossing misuse features extensive nationwide and local advertising including spots on television and radio, and more than one million households have been targeted to receive information leaflets. The hard-hitting advertisements are an element of the most extensive public safety campaign ever run by the rail industry. The message is simple – level crossings are safe if used correctly – but if you run the risk the cost can be fatal. This sustained campaign aims to change the behaviour of level crossing users – to protect themselves and reduce the danger to train passengers. Although deaths at level crossings in the UK are low by international standards, crossing misuse now represents the largest single risk of train accident on the railway. John Armitt, Network Rail’s Chief Executive said: “Too many people die at level crossings every year – it is a senseless waste of life. Level crossings are safe if used correctly, but misuse them and your chance of surviving being hit by a train is virtually zero. “The seriousness we attach to this campaign is indicated by the extensive investment. It aims to shake the complacency of level crossing users who endanger themselves and others. We are telling them not to run the risk.” The television advertisement dramatises the consequences to motorists of level crossing misuse. The emotive film graphically portrays the damage that a train inflicts on a family car that has been struck on a crossing. The film is only one aspect of a campaign specifically targeted at ‘hot spot’ areas – places where there are higher numbers of level crossing incidents. All media channels will be used including television, radio, cinema, online, outdoor posters, newspaper advertisements and direct marketing. The work on this campaign is running in parallel with other Network Rail and industry initiatives to minimise the safety risk at level crossings. These include: ·        Development of solutions which could lead to the replacement of some crossings ·        Development of obstacle detection systems ·        Development of lower cost level crossing systems ·        Developing better and cost-effective ways of detecting and recording level crossings misuse ·        Working with the Police and Crown Prosecution Service to improve the prosecution of offenders ·        Highlighting the issues of level crossings to key political stakeholders The television and radio advertisements will be followed by direct marketing, and print and poster advertisements throughout the summer.