Network Rail is stepping up its battle to keep the British railway network safe, with a new campaign targeting those who intentionally enter the tracks to commit offences such as vandalism, theft, obstruction and other criminal behaviour.
Backed by British Transport Police and rail industry partners, “End of the Line” uses visually striking creative and direct messaging to challenge the perception that railway trespass is harmless or consequence-free, reminding consumers that offenders are more likely than ever to be caught and will face serious consequences.
The creative, devised by 23red, combines striking imagery with stark warnings about the consequences of trespass.
It is designed to cut through and challenge audiences who may see railway trespass as exciting or risk-free, with the assets showcasing how modern railway enforcement tools, including drones, sensors and smart CCTV, are helping identify and catch offenders faster than ever.
Launching nationwide across outdoor, social, digital and partner channels, the campaign targets people most likely to engage in risk-taking and rebellious behaviours on the railway.
It aims to shift perceptions of trespass from a harmless thrill to a serious crime with real-world consequences and reinforces that stepping onto the tracks can result in fines, arrest, prosecution and a criminal record.
Network Rail head of marketing, campaigns and brand Faye Scadden said: “Deliberate trespass on the railway isn’t a victimless crime. It puts lives at risk, causes significant disruption for passengers, impacts local communities and places a heavy cost on the railway and wider economy.
“Through this campaign, we’re making it clear that trespass is a crime and that there are real consequences for those who choose to break the law.”
23red senior creatives Ali Omar and Daryll Arthur added: “We knew this audience wasn’t responding to traditional safety messages, so we set out to create something they couldn’t ignore. Using bold visuals and direct language, we challenged the idea that railway trespass is a crime without consequences.”
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