Project: Rail Safety Week
Style: Safety Awareness Campaign
The TrackSAFE Foundation is a registered Harm Prevention Charity, established by the Australian Rail Industry in March 2012. TrackSAFE aims to reduce near collisions, injuries and fatalities on the rail network resulting from suicide and reckless behaviour to ultimately create a better workplace for rail employees.
Rail Safety Week (RSW) is an Australasian Railway Association (ARA)/ TrackSAFE initiative that has been running since 2006. Our brief was to create a 2-3 minute video featuring vox pop style interviews with 5-7 members of the public to raise awareness about rail safety. The video would drive the promotional campaign for RSW, which also featured campaign posters and radio ads.
Using the key message ‘Rail safety – it’s everyone’s responsibility’ we developed a ‘pass-the-baton’ style concept which followed a day in the life of the Rail network. Each character would cross paths throughout the video, linking from one safety message to the next. Our characters featured train drivers, commuters, school students, police officers, stationmasters and the TrackSAFE patron, Tim Fischer AC.
Logistically this was complex video to shoot. Each moment was carefully planned to ensure the transitions worked. With the help of the ARA and TrackSAFE we secured permission with Metro, V/Line and the Victoria Police to assist with key shots on the day. We filmed in Melbourne on Day 1 and on day 2 we headed up to Albury and surrounds. The video also features footage from Brisbane, Perth and Sydney – a truly national snapshot of the rail industry.
We successfully filmed eight scenes in two days to produce a 3.5 minute hero video . The video was shown at the launch of Rail Safety Week and received overwhelmingly positive feedback from industry stakeholders and consumers. Many commented on how effective the transition concept was. We were extremely proud to be involved in an initiative that aims to help public safety.