Network Rail ‘No Second Chances’: Wake up, shake up

Remember the glorious 1970s, the era of famously blunt public information films, which frequently portrayed severe injuries to young children to ensure the message was memorable? From stranger danger to playing in electricity substations, they were often truly terrifying.

These days, of course, the messaging is rather more subtle although the dangers are still out there – and, it seems, it is adults that are the real problem.

Enter a new campaign by 23red, which has brought together partners across the rail industry, including Network Rail, Train Operating Companies and The British Transport Police, to highlight how quickly everyday distractions can turn fatal.

‘No Second Chances’ comprises three separate films and is claimed to be the first safety campaign of its kind addressing the dangers of level crossings. It is built around a simple creative idea that consequences come suddenly when attention slips.

“Commuter”, “Student” and “Runner” all show youngish individuals being distracted by electronic devices before entering the level crossing with dire consequences.

The campaign launched with a digital installation at London Liverpool Street station, designed to replicate the experience of standing at a level crossing. Presented as part of stakeholder event, the installation recreated a level crossing environment, with the campaigns social films showcased on screen as part of the first live showing of the work and its hard-hitting approach to level crossing safety.

The social films open on everyday moments of distraction, from rushing with headphones on to checking a phone while crossing. The transition is intentionally sudden, with the train quickly approaching the viewer. Instead of explaining the risks, the films are designed to make the audience feel them, using a more visceral approach than traditional safety messaging.

Alongside the films, the campaign is being supported by a series of content by tech influencer Ben Rowlands, offering behind-the-scenes access to the campaign film shoot and the behavioural thinking behind the work. The content is designed to extend the campaign’s focus on distraction and awareness into social spaces where younger audiences are most active.

Network Rail head of marketing, campaigns and brand Faye Scadden said: “The recent increase in deaths at level crossings shows there is more to do across the sector to prevent these tragedies. We all have a role to play, but education and awareness remain at the core. The campaign brings responsibility to life in a way that shows how quickly situations can escalate at level crossings, and seeing the industry come together behind this campaign gives me the confidence we can make a real difference.”

23red senior creatives Dan McCormack and Luke Boggins added: “The reality at level crossings can be shocking, and we felt the work needed to reflect that. Rather than over‑explaining, we focused on letting the creative speak for itself, using everyday situations to show how quickly things can change when attention drops.”

So, what is the consensus around the Decision Marketing office?

According to Network Rail, accidental deaths on the railway hit a five-year high last year, seeing a 26% increase between April 2024 and March 2025, with five fatalities occurring specifically at level crossings and 457 near-misses.

Naturally, many of these will be people taking a chance – because they could – and no matter how hard Network Rail tries, that is unlikely to change. Sadly, there are lots of stupid people out there.

But in these days when everyone seems to have their face buried in some sort of device or other, many of these incidents are preventable. And, if this activity provides a wake-up call to those, it will have done its job.

Decision Marketing Adometer: A “on track” 8 out of 10