Network Rail & British Transport Police / You Vs Train
Highlighting the hidden cost of rail trespass
Parallel Lines
The Challenge
Trespassing on the railway can have utterly devastating consequences – with the most obvious being life-changing, potentially fatal injuries through to prosecution.
Our challenge was to bring home the danger to young people. However, one big barrier is that they are very familiar with this message – it’s lost its power to motivate a change in their behaviour.
The Insight
Young people don’t tender to consider the impact of trespass on train drivers, as they aren’t visible or relevant to their lives. The most compelling way to speak directly to a teenage audience is for them to see themselves on screen telling a story they can relate to.
Watch the case study
The Solution to create Change
We created ‘Parallel Lines’ an insightful and attention-grabbing short film that brought to life the consequences from these two very different perspectives and showed the real cost to life for this young audience.
Working closely with Network Rail and the British Transport Police the film was based on dozens of real-life experiences in the aftermath of near misses. A fresh approach that showed the long-term impact of his actions on a train driver and his family.
The result? The danger of rail trespass became a talking point amongst this hard-to-reach young audience. One simple mistake can affect so many lives.
Watch Parallel Lines
Impact
215,000
film views amongst our core teen audience
total potential online and print reach
99m
Awards and Coverage
The campaign was featured widely across the media including an entire section on the BBC’s Crimewatch Live. It was shortlisted at both the Drum Social Purpose Awards and the Drum Content Awards, as well as being an ‘Editor’s Pick’ on AdAge.