Network Rail, the organisation which owns, operates and develops Britain’s railway infrastructure, is now attempting to smooth passengers’ return to work with a new campaign designed to support customers’ mental health.
Devised by agency 23red, the integrated campaign features an in-station sensory installation called “Brighter Journeys”, set up in a number of stations across the UK to help welcome back passengers during the first two weeks of October.
Inspired by the wellbeing benefits of spending time in nature, the activity aims to bring the outdoors into the station environment and put smiles on passengers’ faces in the lead up to World Mental Health Day on October 10.
The installation is set up in eight stations in total, supported by in-station media which features poems from Poetry Project, as well as OOH advertising, a media partnership with the Metro newspaper, paid and owned social strategy and a toolkit to inspire and enable all stations to get involved.
In partnership with mental health charity Chasing the Stigma, Brighter Journeys is signposting people to share and download the Hub of Hope app if they or someone they know are struggling with their mental health.
The app is claimed to be the only service of its kind that brings together all the mental health support options available to someone in any given area, from NHS support and national charities like Mind and Samaritans, to 3,500-plus registered national and local voluntary, grassroots, private and third sector services, with the number listed growing daily.
The campaign is launching at London Waterloo this week, including a burst of colourful flowers in bloom, a nature themed soundscape and uplifting poems by James McInerney featured across in-station media.
Network Rail business analysis manager Lucy Jones said: “We are committed to supporting the mental wellbeing of our passengers. With our latest campaign, Brighter Journeys, we will be making our stations brighter, more positive and friendlier places and making access to support services easier for vulnerable people to find.”
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