Queensland Rail was seeing many slips, trips, and falls in stations, on platforms, and other places like level crossings. They had run many safety campaigns in the past around major incidents like people getting hit by trains, but they usually had a darker tone and people had become desensitised to that type of messaging.
The insight? Because most of the accidents occurred through small misjudgements and inattention, it meant there was an opportunity to bring a new tone and highlight how silly some of these mistakes really are – and how easily they could be avoided.
The solution was a series of small-but-silly scenarios and a rhyming headline format to make them even more memorable. Combined with bright, colourful and exaggerated images, they created an engaging set of cheeky safety messages that resonated without causing embarrassment or offence.
The Queensland Rail team loved the fresh approach and the campaign was so effective that it’s still being used on trains and in stations in Queensland, Australia, today – more than five years after it was created.
