Suicide on the railway is not only a tragic loss of life, it also has a devastating impact on families, passengers, staff and wider society.
While some people may be in a dark place, they may not want to end their life. Rather they want to end their pain.
The idea was to catch the target audience upstream so that suicide is never considered, by positioning the railway as a place of safety, hope, connections and energy. Somewhere where life begins. The campaign aims to speak to people who are not actively asking for help, to slow their decision-making process and provide them with the support required through the Hub of Hope app – encouraging them to realise There is Always Hope.