THE WAITING ROOM

THE HEAD SCRATCHER

In March 2021, alarming data revealed that railway track trespassing was on the rise. Some routes throughout the UK reported an 138% increase in incidents with the North East one of the worst affected areas in the UK. A significant proportion of the trespassers were children. The impact? An increasing threat to lives, families, communities and railway staff and passengers. 

THE IDEA

We encapsulated the devastating impact that track trespassing can have, with a striking visual installation of an empty child’s bedroom - depicting one which had been left and never returned to due to a tragic loss of life. We supported this with real consumer insights from parents and their children delving into the awareness of and attitudes towards trespassing. The campaign harnessed emotional impact to drive behavioural change, encouraging parents to discuss the dangers of track trespassing with their children.

 THE RESULTS

• 58 pieces of coverage including six nationals

• Four broadcast pieces including ITV Tyne Tees and BBC One Look North

• 43% of people were more informed on the dangers of track trespassing

• 85% of parents are more likely to have a conversation with their children about track trespassing

FROM THE HEART:

Lauren Allery, LNER Consumer PR Manager – “Our brief to Tin Man was to highlight the devastating impact of track trespassing in a sensitive yet striking way. As always, their thinking was brave and bold. The team were also highly-focused and extremely successful in encouraging conversations within families in one of the UK’s worst affected areas.  While the results of the campaign spoke for themselves, the reaction of members of the public and media who visited the installation showed the strength and effectiveness of Tin Man’s best in class creativity and strategic thinking.”