Clemenger NZ unveils ‘The Conscious Crossing’ to keep minds alert at railway level crossings


0067KWR-RailSafetyWeek-RSW_still_04[2] (1).jpgAs part of the annual Rail Safety Week campaign, TrackSAFE NZ, KiwiRail and Clemenger BBDO have created an experimental new way to make pedestrians more alert at railway level crossings.

‘The Conscious Crossing’ is a cost-effective series of moveable gates, designed to be put in places where expensive warning signals can’t be installed.

Says Megan Drayton, TrackSAFE NZ foundation manager: “When you approach a crossing you’re taking a risk. But familiarity makes you less alert to danger, and as a result people often don’t take a moment to check for trains. The Conscious Crossing could solve this dilemma.”

Research backs this up – our brains need something to change in a familiar environment before we’ll actively engage with it.

Says Brigid Alkema, ECD, Clemenger BBDO, Wellington: “It’s human nature to mess with stuff. A fact we embraced when designing The Conscious Crossing. Every time the public play with it, they’re actually helping to keep others alert in the process. It’s early days yet, but we’d love for this system to be taken and implemented at other crossings throughout NZ.”


Client: TrackSAFE NZ and KiwiRail

Megan Drayton (TrackSAFE NZ Foundation Manager)

Kirsten Kilmister (Rail Safety Week Co-ordinator)


Agency: Clemenger BBDO/Proximity

Production Company: Flare