In train stations, people take their safety for granted and so can end up doing silly or careless things that can lead to personal injury. For Network Rail, WMH&I created the ‘Don’t Learn Safety by Accident’ campaign to make people pay attention and change their behaviour.
The campaign is aimed at passengers who are less inclined to engage with safety messaging and encourages them to take greater consideration of their safety whilst in railway stations. Rather than simply avoiding danger, we want the public to think proactively so that they never get into difficulties. This meant raising awareness about the situations that most often occur and making sure people recognize themselves.
Launched in midst of the pandemic, with a plethora of safety information regarding COVID 19 in train stations, we needed to ensure that this safety campaign cut through.
Our Clumsy Crew are a set of cartoon characters who injure themselves out of carelessness and disregard for the potential hazards that exist in stations. This humour filled approach allows us to show extreme accidents without directly saying that people are stupid.
The campaign was supported by a range of signage and posters at the stations. The campaign also included a range of engaging animations for digital channels, each tailored to a specific safety message or hazard. In addition, WMH&I created a fun activity book to help educate children on the importance of safety around the station. This helped to deliver safety information in people’s home, in stations and when they are on the move.