Distracted? You’ve Crossed the Line – phase 2
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Dates
2 September 2024 -Locations
National but with elevated activity targeting 55 of the highest priority level crossing locations.Audience
18-34 year olds, living close to and regularly using level crossings.Media channels
Digital display MPUDigital display full screen
Audio
Facebook and Instagram stories
Global billboards
Key contacts
Lucy Dixon – Senior Safety Campaigns Manager lucy.dixon@networkrail.co.uk
Marketing & Brand team – marketing@networkrail.co.uk
‘Distracted? You’ve Crossed the Line’ is a public safety campaign, which aims to challenge behaviour that is the result of a distraction. It focuses on high–risk behaviours that a high portion of young adults (aged 18-34) don’t see as dangerous. For example, looking at a phone while using a level crossing, listening to headphones while using a level crossing or even taking selfies on an a level crossing.
The primary objective of the campaign is to remind pedestrian level crossing users of the potential dangers when using a level crossing. We want to positively encourage them to take responsibility for their own personal safety.
Campaign materials have been updated for phase 2, with new supporting copy lines.
There are 7 sets of creatives and messages which might be surfaced during different dates:
Materials for ‘Campaign film’ campaign:
2 September 2024 -
Total: 107.40 MB
Total: 177.73 MB
Total: 213.51 MB
Materials for ‘Social media materials’ campaign:
2 September 2024 -
Total: 214.84 MB
Total: 215.76 MB
Total: 217.63 MB
Total: 219.05 MB
Total: 254.14 MB
Total: 328.34 MB
Total: 328.36 MB
Materials for ‘Digital materials’ campaign:
2 September 2024 -
Materials for ‘Print materials’ campaign:
2 September 2024 -
Materials for ‘Welsh/Bilingual materials’ campaign:
2 September 2024 -
Total: 384.75 MB
Total: 428.76 MB
Total: 432.08 MB
Materials for ‘Partnership materials’ campaign:
2 September 2024 -
Materials for ‘Campaign toolkit & branding’ campaign:
2 September 2024 -
