Every year, people are killed because they don't pay attention and cross Belgium’s railway lines! Faced with this reality, Infrabel entrusted us with the mission of raising awareness among the general public in order to try to reduce accidents linked to carelessness.
It was important that the message communicate two themes:
1. the risk of crossing the lines as a pedestrian;
2. the danger of not respecting signals at level crossings.
A 360° campaign was developed that encompasses an objective and sober approach.
Television was rapidly chosen as the core media for the campaign because it could best depict the gravity of the campaign.
Two ads were developed, the first showing a pedestrian at a railway station and the second, a car at a level crossing.
In a very realistic way, the 30-second TV spot, PEDESTRIAN AT A RAILWAY STATION, shows how quick and easy it is to get hit by a train when someone is not paying attention.
Made in a sober and realistic style, the scenes were shocking without being sordid. Lasting 30 to 50 seconds each, the ads were broadcast for six weeks on all the major national channels.
The second ad, LEVEL CROSSING, depicts the same danger to people who are unaware of their surroundings at railway crossings.
In order to support the TV spots, posters with a powerful title and visual image were designed, produced and distributed in railway stations to create awareness.
Displayed in all railway stations in the Publifer network throughout the country, posters aimed to reach out to travellers in places where danger likely exists during their journey.
To convey the message in a less emotional way, more than 800,000 brochures were created to objectively explain the two subjects. They were distributed in all stations, stopping points and at the country’s 50 most commonly-used level crossings.
Aimed specifically at lorry drivers, a special brochure was designed and translated into four languages (FR, NL, EN and DE). These brochures addressed the particular problems facing lorry drivers and were distributed in ports, where many accidents occur.
Involved in every stage of the campaign, we orchestrated a national press campaign (creating a press file), distributed an online campaign (via Youtube, Garage TV, Dailymotion, Zoomin, etc., as well as a bannering campaign), organised seeding and sent out a mail shot to local authorities and police stations (letters and posters).
The campaign featured two logos, a LEVEL CROSSING and a CROSSING THE LINES LOGO.
Designed to appear as a traffic sign with a specific baseline, each logo appeared on all promotional material, providing a consistent message throughout the entire campaign.
