Sustainability – making a difference, one train journey at a time
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Usage rights for the photography used on these assets expires February 2027, and must not be used past this date.
Dates
26 February 2024 - 31 March 2024Locations
Targeted locations: London, Manchester, Edinburgh, Birmingham, Leeds, Glasgow, Liverpool, Newcastle, Bristol, York, Brighton, Reading, Cardiff, Milton Keynes, Sheffield, Nottingham, Leicester, Cambridge, Peterborough, Oxford, Preston, Bath, Stockport, Chelmsford, CoventryAudience
Gen Z; those aged between 18-26 and considered environmentally motivated infrequent rail users (travelling by train journey just once or twice in a month).Media channels
- OOH (roadsides, universities, gyms, London Underground),- Print (Metro)
- Digital programmatic (GumGum)
- Audio and video (Spotify)
- Social media stories + adverts (Snapchat + Facebook)
- Digital adverts (JCDecaux screens in train stations)
- Social media posts (NR accounts)
- Posters (train stations)
Key contacts
Jessica Lawrence – jessica.lawrence4@networkrail.co.uk
Marketing and Brand team – marketing@networkrail.co.uk
Reducing carbon emissions is a national priority with sustainability targets set by the Government – the UK has pledged to be Net Zero by 2050 and reduce carbon emissions by 68% come 2030, and the only major economy to set a 77% target by 2035 (Net Zero Strategy: Build Back Greener – GOV.UK (www.gov.uk)).
The rail industry is committed to many important sustainability initiatives and work collaboratively on single-minded messaging around our collective mission. Sustainability is a motivating message to consumers; research shows that when questioned, 78% say that a sustainable lifestyle is important to them (Do consumers care about sustainability & ESG claims? | McKinsey). As the greenest form of public transport, rail is fundamental in the fight against climate change… but not everybody knows this.
The key goal of the campaign is to inspire people to use the rail network for at least one more train journey on a clean, green train.
There are 4 sets of creatives and messages which might be surfaced during different dates:
Materials for ‘Power your phone’ campaign:
26 February 2024 - 31 March 2024
Total: 8.16 MB
Total: 47.21 MB
Total: 49.92 MB
Total: 58.16 MB
Total: 61.93 MB
Materials for ‘Less carbon emissions’ campaign:
26 February 2024 - 31 March 2024
Total: 67.62 MB
Total: 106.52 MB
Total: 108.96 MB
Total: 112.73 MB
Materials for ‘Boil a kettle’ campaign:
26 February 2024 - 31 March 2024
Total: 119.67 MB
Total: 156.95 MB
Total: 160.01 MB
Total: 168.25 MB
Total: 172.02 MB
Materials for ‘Combination of all three messages’ campaign:
26 February 2024 - 31 March 2024
