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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 dangerous 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.


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 (above) featuring the stories presented in the campaign film, was designed for all-Wales reach and crucially, to appeal to commuters and young people.

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Image by Guilherme Maggieri
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