Crushed Pack
Network Rail
Issue 1 | July 2008
Agency
iris
Creative Team
Paul Beier - Creative Group Head;Susan Young – Copywriter;Grant Hunter - Creative Director
Production Team
The Packaging Factory; TFW Printers; The Sourcing Team
Other Credits
Nicola Nimmo - iris Account Manager;Helen Reynolds - Network Rail
Date
August 2006
Background
Around 96% of level crossing accidents and deaths are caused because drivers and pedestrians underestimate the risk – thinking ‘it won’t happen to me’. Network Rail’s £3m ‘Don’t Run The Risk’ public awareness campaign was created to jolt people out of their complacency.
TV, cinema, online, radio, and outdoor posters created national safety awareness, whilst door drops, co-ordinator materials and DM targeted accident hotspots. The aim of this particular piece was to target so-called Private Users, a group who happen to have level crossings on their private land.
Idea
The pack was designed to look like it was damaged in the post, while a graphic photo inside revealed the full horror of the incident. It was intended to unlock public complacency by using a delicate balance of shock and intelligent argument. The pack also contained a leaflet with key information about how to avoid accidents at level crossings and a number to call in case of emergencies. The mailer was sent to 4,319 people who have level crossings on their land, as well as internally distributed to 7,681 people.
Results
The mailing only dropped in August, so there are no response measurements so far. Industry response however has been very encouraging.
Target Audience
Private Users of level crossings
Size
Direct mail to 4,319 people, internally distributed to 7,681 people.