AUCKLAND, Today: For Rail Safety Week, DDB, KiwiRail and TrackSAFE have this week launched Near Miss Memorials to remember the close calls suffered daily by train drivers.
These powerful, scary ads play from the train drivers’ pov – and clearly have the potential to effect behavioural change.
Half crosses are being installed at rail crossings around NZ where near misses have occurred, each with a QR code linking to a unique video of a real near miss and personal story of how it impacted the train driver.
The symbol of a half-cross represents just how close each near miss could have been to a fatality.
“These powerful, scary ads play from the train drivers’ pov – and clearly have the potential to effect behavioural change.”
The safety campaign was launched at Parliament on Monday, following shocking statistics revealing that every day train drivers in New Zealand come close to a near miss with pedestrians and vehicles at level crossings, despite all crossings featuring some form of protection, including flashing lights, warning bells, barrier arms, gates and signage.
DDB ceo Justin Mowday said: “We are really proud of this campaign. It’s uncomfortable, confronting and real.
“It puts you in the shoes of the real Kiwis at the frontline who experience this every day.”
The campaign rolls out this week across social, web, print, OOH, radio and near-miss memorial installations at level crossings nationwide.
- View the Near Misses website here: www.nearmisses.co.nz
CREDITS
Client: KiwiRail
Community Engagement Manager: Kate Thompson
TrackSAFE NZ Foundation Manager: Megan Drayton
Agency: DDB
CCO: Damon Stapleton
ECD: Gary Steele
Creative Directors: Brett Colliver & Mike Felix
Senior Creatives: Adam Barnes & James O’Sullivan
Account Service: James Blair, Rebecca Farlow, Anna Hall
Planner: Annika Fyfe
Print Production: Julz Lane
Digital Production: Johannes Gertz, Jason Vertongen, Danillo Castilho, James Li
Video Production: Judy Thompson, Amanda Summersby, Dan Cummings, Milon Williams, Mark Tretheway
Photographer: Mat Baker
Retoucher: Carl Baker
Media: OMD
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