When people don’t know how to help, they don’t tend to act. And the smallest action really can save a life.

Over 50 campaign assets were created to work across a multi-channel campaign delivering over 23 million impressions, exceeding the originally forecast impressions by 15%.

And a total of 144 pieces of news coverage were achieved, with a combined circulation of 28.5 million.

We were delighted to win the Best Public Awareness Cause Campaign at the Purpose Awards 2022, and to have been shortlisted for several other renowned industry awards.

But the point of this campaign was action. And pre-and post-research indicated that following the campaign respondents were twice as likely to have the confidence to intervene when their gut instinct told them something was wrong (85% vs 42%).

And while measuring the ultimate objective of the campaign was clearly impossible, our genuine hope is that the shift in attitude and behaviour achieved means many more lives can be saved on the railway.