Every year, we see an increasing number of children trespassing, taking risks or just not knowing how to stay safe near the railway.
Network Rail enlisted the help of Thomas the Tank Engine to teach young people about rail safety.
In partnership with Mattel, they asked us to develop a campaign promoting the launch of their ‘Stay Safe with Thomas’ short episode on rail safety, using QR codes or a URL.
To amplify reach, we partnered with influencer Sophie McCartney and recruited micro-influencers via Mumsnet, ensuring our message connected with parents of young children. Their participation included sharing content from a rail safety event at London Victoria, which was supported by targeted advertising.
After just three weeks of the campaign going live, the Thomas & Friends landing page was the most viewed page on the ‘Switched On’ website – with 3,098 page views, and the episode had a total of 1,162 views. Within two months, 104 primary schools had subscribed to the Thomas & Friends dedicated safety broadcast featuring the episode on Learn Live’s Primary Live channel.
The Instagram partnership with Sophie McCartney reached a total of 100,349 Instagram accounts and achieved a total of 931 interactions. Additionally, the family influencers who attended the launch event collectively generated 123,688 impressions with a notable engagement rate of 5%, well above the industry average. The campaign also attracted 80,329 passengers at London Victoria during safety performances—a 19% increase compared to the previous week—further extending our reach through media coverage.
Thanks to this campaign, many more parents have been able to have that crucial conversation about rail safety with their children.
123,688 campaign impressions
19%+ passengers at Victoria
104 subscribed schools
3,098 page views
931 organic engagements
“It was a pleasure working with Eleven on the launch of the ‘Stay Safe with Thomas’ short episode on rail safety. We were really impressed with how well they got into the mindset of our target audience, advising us on the best assets to create and course of action to reach them.”
Media Relations Manager, Network Rail
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