With the electrification of the North West railway, the aim was to educate young people about the risks around railway overhead power lines. We used research to inform our creative and produce a social video based on real incidents. It was developed as part of a suite of school materials.
The primary target audience for the film is young people in the North West of England, aged 11-17 years. The film is being shown in assembly presentations, as well as on YouTube and via the campaign website. To boost awareness outside school, a Facebook advertising campaign targeting young people in the region aged 13+ ran from June-July 2013, alongside promotion via social networks and limited PR outreach.
MEASURES OF IMPACT AND EFFECTIVENESS
The majority of schools approached have run the assembly since campaign launch on 17 June.
20 charities and supporting organisations have committed to supporting the campaign.
Incredibly well received by target audience.
Over 2,000 views on YouTube in the first 8 weeks