Public Transport Authority launches eye catching Mind The Gap safety campaign via Moonsail

Public Transport Authority and Moonsail have created a beautifully simple yet chilling new campaign highlighting the need for parents and carers to be aware of the dangers of the gap between trains and platforms.

Moonsail, Creative Lead, Paul Michael Liam Donnelly, said: “Mind the Gap is not a new message, so we needed to approach the task in a fresh, yet clear and simple way to stick in peoples’ minds. Just like a hike out in nature, the wrong step can lead to disaster. This is extremely similar to the importance of safety on our platforms, the gap might not look scary, but it can be deadly.”

Moonsail, Senior Account Manager, Renee Harris, said: “It’s scary to think that incidents like this still happen, but they do. So, when we received the brief for this safety campaign, we wanted to create something striking that didn’t lean too much into fear. Catching the train can be such an enjoyable experience so we wanted to provide parents with a visually beautiful reminder, so they are able to keep their kids safe.”

PTA, Marketing Lead, Beth Sawyer, says: “Sometimes less is more, and in the case of these executions we’re letting the silhouettes do the talking. This campaign stands as a constant reminder that although the gap is small to adults, it’s a lot bigger for a small child, and parents and carers need to be vigilant when boarding trains.”

Credits
Agency: Moonsail
Creative Directors: Paul Coghlan and Matt Nankivell
Creative Lead: Paul Michael Liam Donnelly
Designer: Steph Travaglini
Senior Account Manager: Renee Harris
Client: Public Transport Authority
A/Manager, Customer Communications Coordinator: Bethany Sawyer
A/Communications Support Officer: Sian MacGregor