Distracted? You’ve Crossed the Line
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Dates
29 April 2024 - 1 September 2024Locations
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.
There are 7 sets of creatives and messages which might be surfaced during different dates:
Materials for ‘Campaign film’ campaign:
29 April 2024 - 30 November 2024
Materials for ‘Social media materials’ campaign:
29 April 2024 - 30 November 2024
Total: 212.62 MB
Total: 213.61 MB
Total: 215.51 MB
Total: 216.95 MB
Total: 246.40 MB
Total: 313.21 MB
Total: 313.22 MB
Materials for ‘Digital materials’ campaign:
29 April 2024 - 30 November 2024
Materials for ‘Print materials’ campaign:
29 April 2024 - 30 November 2024
Materials for ‘Welsh materials’ campaign:
29 April 2024 - 30 November 2024
Total: 369.98 MB
Total: 422.15 MB
Total: 425.41 MB
Materials for ‘Partnership materials’ campaign:
29 April 2024 - 30 November 2024
Materials for ‘Campaign toolkit & branding’ campaign:
29 April 2024 - 30 November 2024
