New rules barred people from using mobile devices, even hands-free, while driving. This received a lot of push back. Our film aims to get inside people’s heads and make them understand how dangerous this behaviour can be and the devastating potential consequences to themselves and others.
Network Rail were looking for a suite of films to raise awareness of their key Lifesaving Rules.
Using an X-ray graphic style, we recreated situations based on real accidents suffered by Network Rail employees, showing the impact of various severe injuries suffered in working environments familiar to the audience.
Accidents often have multiple causes with complacency and lack of personal responsibility at their heart. This hard-hitting emotional film aims to ensure the ‘Stay Safe’ message sticks.
The primary audience comprised all of the UK Power Networks field staff and contractors – those who are older and have been in the job for many years, alongside new and young apprentices. Beyond this, the film had to work for all 5,000 employees.
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?
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.