The primary audience for this film were the 16,000 track workers and 6,000 signallers that work for Network Rail, as well as the 90,000 contractors they regularly work with,
The film set out to remind this often cynical audience that certain procedures (particularly using the phonetic alphabet, and repeating messages over the communications system) need to be rigorously followed by both parties at all times while working on the rail network.
We made this short film to highlight the margins that can mean life or death for UK Power Networks engineers – and how the odds can so easily get shortened by so many seemingly inconsequential things.
Featuring real staff who were at the centre of a real-life 50/50 moment, the film calls on everyone at UK Power Networks to take that extra time to make sure everyone takes all measures possible to prevent people getting killed or injured.
We’ve had a long-standing relationship with UK Power Networks, producing powerful health & safety films (as part of their ongoing campaign, ‘Stay Safe’) that show the consequences results of not following safety procedures.
Here we went with a creative approach that moved away from the direct consequences of not following safety regulations. Instead, we see the people who can get left behind, and ask a simple but powerful question to the audience: Who are you going to stay safe for?
This was a follow-up to ‘Who Are You Going to Stay Safe For?’
This sequel uses user-generated content to reinforce the original message and show how the campaign is positively making a difference within UK Power Networks.
This film needed to have a high-impact, emotional effect on employees working in the field, making them stop and think before taking shortcuts that could potentially lead to injury or death.
It was essential that the film got under people’s skin to counteract complacency and build an environment where employees don’t take unnecessary risks, aren’t afraid to speak up, and take collective responsibility for safety. The story clearly identifies the root cause of taking shortcuts in an intelligent way that leaves no doubt in the audience’s mind.