KiwiRail + DDB NZ launch ‘Near Miss Memorials’ to remember near misses at rail level crossings
For Rail Safety Week DDB New Zealand, KiwiRail and TrackSAFE NZ have this week launched “Near Miss Memorials” to remember the near misses suffered daily by train drivers.
Half crosses are being installed at rail crossings around New Zealand where near misses have occurred, each with a QR code linking to a unique video of a real near miss and personal story of how it impacted the train driver. The symbol of a half cross represents just how close each near miss could have been to a fatality.
The safety campaign was launched at Parliament, following shocking statistics revealing that every day train drivers in New Zealand come close to a near miss with pedestrians and vehicles at level crossings, despite all crossings featuring some form of protection, including flashing lights, warning bells, barrier arms, gates and signage.
The real-life near miss footage acts as a stark visual reminder for Kiwis to take caution when crossing railway tracks. For those who can’t view the installations, they can watch every near miss film at nearmisses.co.nz via an explorable 3D rail journey.
Says Justin Mowday, CEO, DDB NZ: “We are really proud of this campaign. It’s uncomfortable, confronting and real. It puts you in the shoes of the real Kiwis at the frontline who experience this every day. The near miss memorials have been established in a bid to get Kiwis re-thinking how and when they cross at level crossings.”
Says Ellie Martel, group general manager communications, KiwiRail: “This year we wanted to turn the campaign focus to those inside the train to help the public understand the trauma for our locomotive engineers (drivers) , as well as for other rail staff, witnesses and of course the pedestrian or motorist involved. We hope this approach will encourage people to change their behaviour and be more vigilant around level crossings.”
The campaign rolls out this week across social, web, print, OOH, radio and near miss memorial installations at level crossings nationwide.
To view the Near Misses website, click here.
Client:
Kate Thompson, Community Engagement Manager, KiwiRail
Megan Drayton, Foundation Manager, TrackSAFE NZ
Agency: DDB New Zealand
CCO: Damon Stapleton
ECD: Gary Steele
Creative Directors: Brett Colliver & Mike Felix
Senior Creatives: Adam Barnes & James O’Sullivan
Account Service: James Blair, Rebecca Farlow, Anna Hall
Planner: Annika Fyfe
Print Production: Julz Lane
Digital Production: Johannes Gertz, Jason Vertongen, Danillo Castilho, James Li
Video Production: Judy Thompson, Amanda Summersby, Dan Cummings, Milon Williams, Mark Tretheway
Photographer: Mat Baker
Retoucher: Carl Baker
Media: OMD
10 Comments
Because nothing says safety like standing two feet from a train line trying to scan a QR code.
it!
How on EARTH was this given the green light?? Jaw dropping.
“We hope this approach will encourage people to change their behaviour and be more vigilant around level crossings.”
“Shocking statistics revealing that every day train drivers in New Zealand come close to a near miss with pedestrians and vehicles at level crossings, despite all crossings featuring some form of protection, including flashing lights, warning bells, barrier arms, gates and signage.”
But come and scan the tiny QR code! Just look out for a train!
TK’s comment is kind of like a scamp version of Tuatara’s. Massage the idea a bit – you’ll get there.
Really nice campaign.
Scam
If an ad runs in New Zealand and nobody was around to see it, did it really run?
I cannot believe the negativity on this blog. It seems to have reached an all time low. Every client is begging for work that creates PR, is different, cuts through, is “different shaped” or however you want to put it. Most ideas posted on here are simply forgettable dross. Then this comes along. It’s beautifully executed. A fresh, interesting idea. It creates PR, I’d almost guarantee. And it gets slammed. Those doing the slamming … What have you done lately? Or ever?
(Not with the agency. Not even in the same country.)
You must be new around here. Salty comments means the work is good.
we back in business baby
I’m coming back to update my comment because I watched this over, and then over again, and I’ve somewhat changed my mind. I think a tiny QR code on a half cross literally next to train tracks without a safety barrier or anything to stop a 12 year old kid from attempting to scan it is still a bit of a shocker. I can’t grasp how the client thought that was a good idea and okayed it. Or even okayed a portrayal of that, even if it didn’t actually live in real life. I’ve worked on safety campaigns and it stumps me how the glaring irony of that was ignored by all involved.
I also made my comment before I read Tuatara’s – cheers @Creative Review.
But – I agree the idea is really good and overall the execution is pretty amazing. An old mate of mine’s father was a train driver and after 25 years of not having an accident, one day he was in the unstoppable situation of running someone down (who was intentionally in the trains path) and he never worked again and was never the same again. So the emotion portrayed here is real and captured well.
I do think having one of these interactive ‘memorials’ literally on the train tracks is ill-considered, but the others behind gates, fences and safety barriers are awesome. And most people won’t focus on that… so… job done.