KiwiRail launches behaviour-change platform via Federation

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AUCKLAND, Tuesday: To promote safety around railtracks, KiwiRail and TrackSAFE have unveiled a disruptive new behaviour-change platform via independent agency Federation.

They are urging people to “be like Steely Stan” – and take a good look for trains when approaching any rail level crossing.

KiwiRail comms manager Nigel Wilson said: “The new campaign uses the visual metaphor of Steely Stan on his horse to demonstrate how unexpected trains can be at level rail crossings – one minute they’re over there, next minute, they’re right here!”

The fully-integrated launch campaign includes television, online/digital, out-of-home, and social media advertising.

In the year to 30 June, 40 vehicles or people collided with trains across the national rail network and there were 305 near misses. And at public level crossings alone, there were 11 collisions and 192 near misses, with 77% of near misses at crossings that already have active protection.

Nigel Wilson: “As part of Rail Safety Week 2023, role model Steely Stan and the behaviour-change message of ‘Steely Stare. Steely Stare. All clear’ is disruptive and memorable.

“It’s so important that all of us are cautious and vigilant any time we approach a rail level crossing. For this year’s Rail Safety Week campaign, we’re promoting a simple behaviour that will keep people safe – taking a long, good look in both directions – a ‘steely stare’ and not just a fleeting glance, when you approach a level crossing.”

“Take a long, good look in both directions – a ‘steely stare’ and not just a fleeting glance – when you approach a level crossing.”

TrackSAFE NZ Foundation manager Megan Drayton said: “Although the new behaviour-change platform for Rail Safety Week leverages humour to grab attention, the message was very serious.

“This is about saving people’s lives. In today’s high-pressure environment, we know people can switch off at more grim warnings. Behavioural science tells us people are more likely to do the right thing when they are being watched.

“This is why we are introducing Steely Stan as a role model for Rail Safety Week.

“Steely Stan demonstrates the correct behaviour around crossings, and then keep a ‘helpful’ eye on everyone. He’s promoting a simple message: ‘Steely Stare. Steely Stare. All clear.”

Federation was appointed to KiwiRail earlier this year.

Federation ceo Sharon Henderson said: “For Federation, this new behaviour change platform for Rail Safety Week is especially significant.

“We have a long track record of delivering effective safety marketing and social marketing campaigns and are genuinely committed to preventing more near misses and tragic incidents on New Zealand’s rail network.”

Rail Safety Week runs from Monday 7 August to Sunday 13 August.

The partners
It is coordinated by KiwiRail and TrackSAFE in partnership with Waka Kotahi, NZ Police, Auckland Transport, Auckland One Rail, Greater Wellington Regional Council, Transdev Wellington, councils and supporting organisations and schools throughout New Zealand.


Client: KiwiRail
Creative: Federation
TV Production: Eyes and Ears
Sound / Sound FX: Liquid Studios
Media: Wavemaker

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