ABOUT

New Zealand has become a glancing society when crossing railway tracks. With near misses on the rise, TrackSAFE and KiwiRail needed to introduce real behaviour change – to convince Kiwis to see trains, not just look.

Moral priming is a key component of behaviour change. We’re much more likely to do the right thing if we think someone is watching. So, we introduced Steely Stan and his ‘steely stare’, an imposing horse-bound commuter who appears at rail crossings offering swagger and sage advice.

There were a lot of statistics but only one that really matters. 100% decrease vehicle collisions at level crossings.