ABOUT

This campaign began through partnership with behavioural scientist and author of 'The Illusion of Choice', Richard Shotton, with the aim of helping to reduce accidents and increase safety awareness at UK train stations.

I firstly analysed the data and statistics regarding frequent accidents across stations, before incorporating Richard's fascinating behavioural findings alongside our copywriter. 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.

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.

I was incredibly proud when we won 'Best Use of Market Research, Analytics, and Insight Category' at the Marketing Week Awards 2025.