While Britain’s railway is one of the safest in Europe, there are still around 500 near misses reported at level crossings each year.

Network Rail tasked Ardmore to create a new campaign to challenge the perception of risk near level crossings across the rail network to encourage everyone who uses the railway to remain vigilant.

Our approach was a simple, direct and memorable to raise the attention of the the audience that the common behaviours near level crossings that they don’t typically see as risky, are indeed life-threatening and dangerous.

You’ve Crossed The Line.

We developed the creative around the idea that around the level crossing you could be looking at your phone, lost in music, engrossed in a podcast, or chatting with your friends and before you know it, you’ve crossed the line.

We told the stories of two characters, Alex and Katie, who get distracted as they approach a level crossing by everyday things we take for granted: music, phones, taking selfies… things seen as low risk, but are in fact very high risk.

The campaign was launched with over 12.6 million impressions on Meta, programmatic display and location-based mobile targeting across England and Wales.


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