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Campaign focus: You vs. Train

This month saw the launch of our new marketing campaign for Network Rail and British Transport Police to help warn against trespass on the railways. Account Director Josie Wolstenholme explains how the campaign was conceived.

It’s a shocking truth that the number of young people taking risks on the railway track has risen by almost 80 per cent in the last five years. And that in the last 12 months alone, seven young people under the age of 18 have lost their lives and a further 48 people have received life changing injuries.

We weren’t aware of these alarming statistics until we started working with Network Rail and BTP to help them reduce incidents of trespass on the railways, especially around the summer holidays when there is a worrying seasonal peak in the number of incidents – more than double in fact, compared to winter months.

Our campaign – ‘You vs. Train’ – targets teenagers to make them face the serious and devastating consequences, for them and their loved ones, when they ignore warnings and go onto the railway, with its obvious and hidden dangers.

At the heart of ‘You vs. Train’ is the story of Tom Hubbard – a young boy who suffered life-changing injuries in 2014 when he was electrocuted by the overhead power cables. Tom suffered third degree burns across 57% of his body and he has been left to deal with the serious physical and psychological consequences ever since.

We launched the film on 18th July across social channels, supported by a media and influencer relations drive, and it will be shown in cinemas throughout the summer. Tom’s family will also feature in the campaign to show how his accident has impacted them.

It’s the hope of Network Rail and BTP that, by sharing Tom’s story, it will make young people think twice about trespassing on the railways and appreciate that the tracks are not a playground but incredibly dangerous places that can easily result in serious injury or worse.

To watch Tom’s video and find out how to keep children safe on the railway this summer visit: www.YouVsTrain.co.uk

is an Account Director in our Consumer Health team and has a breadth of health comms experience, particularly working on public health and disease awareness campaigns.