You vs Train

Client: Network Rail

Rail trespass is a serious issue. Every year, around 13,000 people risk their lives on the rail network, leading to hundreds of injuries and 20 avoidable deaths. Since 2020, we’ve worked with Network Rail and British Transport Police on ‘You vs Train’, a long-term, ongoing behaviour change initiative committed to reducing trespass on Britain’s railway.

Our creative strategy is to use unexpected storytelling techniques to highlight the unexpected risks around the railway, aiming to reduce both the incidence and likelihood of trespass. By leveraging solid audience insights and proven heuristics and biases, so far we’ve delivered four targeted campaigns (and the 5th is in production…): 2020 Wipeout Influencers Campaign Engaged thrill-seeking youth by hiding hard-hitting safety messages in their favourite influencers’ content, reducing trespass by 23%. 2021/22 Wipeout Shortcuts Campaign Used a world-first fake ‘skip ad’ button to dramatise the dangers of shortcutting, reducing trespass by 17%. 2022/23 Harrison’s Story Campaign Told the moving true story of 11-year-old Harrison Ballantyne to reduce child trespass by 62%, with exceptional engagement across schools, YouTube, and BBC Breakfast. 2024 Big Manny Campaign Partnered with science influencer Big Manny to authentically educate teens, cutting youth trespass in hotspot areas by 44%. Thanks to the bravery and trust of our ambitious client, as a group we’ve consistently pushed creative boundaries to deliver disruptive campaigns that exceed objectives and significantly reduce trespass among hard to reach, and influence, audiences – all while maximising the impact of stretched public budgets.