Crushed Pack

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.