Rail Safety: Poetry in Motion
In rural Australia, 23,000 rail crossings lack signals, risking 1,000 yearly near misses. Our challenge was to cultivate self-awareness with the proposition: "You know the road, not trains." We needed to create a memorable, authentic, tonally appropriate campaign to get regional drivers to change their driving habits and to get them to slow down, look and listen at rail crossing. To engage audiences, we drew inspiration from bush poetry, transforming cautionary tales into modern narratives emphasizing railway safety.