Network Rail: Always on, so always stay off

The Midland Main Line, a major railway line in England, reached 60% of its target audience in the UK with a potentially life-saving message.

Campaign details

Agency: 23red and Fully Focused

Overhead lines along the Midland Main Line are being electrified – but few young people deem the railway to a dangerous place.

The challenge was to shift this perception by engaging an audience who don't pay attention to traditional campaigns.

Strategy

The Midland Main Line is being electrified with over 25,000 volts, a change that carries a significantly increased risk to those who trespass on railway lines.

With few young people deeming railways dangerous, the challenge was to shift the perception of the danger from the train to track.

Working with schools...

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