Transport for Wales (with Network Rail and British Transport Police)

At What Cost? campaign

In June 2021, Transport for Wales ― in partnership with Network Rail and the British Transport Police ― briefed Equinox to develop an integrated communications campaign to raise awareness of the dangers the public faces at level crossings.

 

The safety campaign needed to drive engagement among a key demographic of parents and young people in Wales ahead of the summer holidays, and ultimately, lead to a decrease in incidents at level crossings.

Following extensive research into demographic trends and causes of incidents over the years, Equinox discovered a shocking rise in social media trends - using level crossings as backdrops for selfies, shoots, and TikTok videos. Based on this, Eq devised the ‘At What Cost?’ campaign: imploring young people never to risk their lives for the sake of a selfie.


Tactics:

  • Central to the campaign was a hard-hitting, bilingual film featuring real staff of Transport for Wales, Network Rail and British Transport Police delivering an emotive poem about near fatal incidents at level crossings.   

 

  • A carefully devised PR package, consisting of shocking CCTV imagery and statistics of level crossing misuse, targeted UK-wide media to support the film launch.

 

  • Coinciding with the launch was a multi-channel organic and digital advertising campaign, across Facebook, Instagram, TikTok, and YouTube. Cut down, platform-optimised versions were created of each ‘story’ featured within the full-length film, to allow for tighter targeting.​

  • A Spotify campaign featuring the stories presented in the campaign film, was designed for all-Wales reach and crucially, to appeal to commuters and young people. 

 

  • Stakeholder toolkits and a youth-focused safety presentation for schools outreach were created and shared with partners.

 

Results:

  • 21,447,124 total campaign reach across earned, owned and paid for content (+614.90% increase on KPI).

  • 582,548 total video views (+73.4% increase on KPI).

  • An incredible 20,288,242 OTS through earned media coverage and nearly 600k organic social media reach.

  • 67 pieces of coverage generated across broadcast, print and online media outlets. 7 of these stories were UK-wide across BBC Radio 1 Newsbeat; The Daily Mail; The Mirror; The Sun; Metro.com; MSN.com; Yahoo.com

Osian Flaherty, from Communications Team at Transport for Wales, said: “It’s been fantastic to work with Equinox and delighted to see the campaign reach UK-wide audiences. A huge thank you for all your hard work from us.”