Take care. Get there.
Partnering with behavioural scientist and author of 'The Illusion of Choice', Richard Shotton, we set out to create a campaign to help reduce accidents and increase safety awareness at UK train stations.
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We firstly analysed the data and statistics regarding frequent accidents across stations, before incorporating Richard's fascinating behavioural findings. Our chosen concept championed giving a 'voice' to the unspoken heroes of safety throughout the customer journey. We ensured to prioritise humour whilst giving concrete instruction, in response to the findings. Through development the visual identity was built to honour the masterbrand whilst becoming distinctive new assets. These spanned digital, print and large format wraps in situ, plus re-skinning exciting wayfinding to aid brand recall.
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Whilst the campaign continues to be rolled out across stations, it has already driven change and impact on customer behaviour with an amazing 44% decrease in slips, trips and falls at stations year on year. And at the first station to gain the Take care. Get there. treatment we've seen an 80% decrease in accidents within four weeks of launching. The station manager even reported orderly queues for once-forgotten lifts. The media coverage gained for this campaign included the Independent, Sunday Mirror and the Evening Standard.
The holiday season poses significant dangers on the railway, with increased intoxication levels putting travellers at greater risk. Faced with a tight deadline, we aimed to activate our Safety Campaign at Christmas by creating our own low-alcohol beer.
Partnering with Cubaka we developed the playful name "Safety Thirst," while the Birmingham Brewery Company a local supplier along the Avanti route, provided the 0.5% pale ale.
After rapid concept development, I decided to incorporate the reference to vintage wayfinding 'fingerposts' in a chaotic black and white design that still aligned with the bold, craft ale aesthetic. This approach aimed to convey visual clarity and promote a level head, contrasting the confusion that alcohol can bring. The initiative was part of a comprehensive 360 campaign including a re-written festive song sung by Avanti's own staff choir, for a funny social-first social video to promote the product.
The campaign achieved remarkable results: a 25 reduction in accidents, zero intoxication-related assaults, and a broadcast reach of 22 million.
Part II: Safety Thirst
Images courtesy of Avanti West Coast