Developing the creative brief: Railway Safety Campaign

 Creative Brief: Railway Safety Campaign

Published by Ei Myat Myat Thwe

15 May, 2024


Objective:

  • GET young public aged 12 to 29
  • WHO disregarded the risks posed by conduct near trains
  • TO become aware of those invisible risks
  • BY increasing the awareness of rail safety

Company Background:

  • Brand Positioning: The train operator values safety, reliability, and community well-being. The company aims to promote a secure and pleasant travel experience, ensuring that all passengers and community members understand the importance of rail safety. The relationship with users is built on trust and the shared responsibility of maintaining a safe environment around railways.


  • Target Audience: Adolescents (12-17) and young adults (18-29).  


  • Actions Desired:

  1. Develop a video series to raise awareness of railway safety.

  2. Get our target audience to engage with the campaign by watching and sharing videos.

  3. Take and promote the rail safety pledge.

  4. Encourage public transport users to create and share their own safety-related content using a dedicated campaign hashtag.


  • Devices: Smartphones, tablets, and desktops


  • Value Exchange: By participating, users can gain recognition through social media shoutouts, entries into prize draws for rail-related merchandise, and the satisfaction of contributing to community safety.


  •  Influencers: We would like to collaborate with three tiers of influencers: nano, macro, and mega. These influencers are motivated to share the message due to their genuine concern for their followers' safety, opportunities for collaboration with a responsible brand, and the potential to enhance their personal brand by promoting a meaningful cause.


  • Existing Creative Assets: The brand currently does not have any existing creative assets.


  • Integration with Other Branded Media: The brand currently does not use any branded media.


  • Owned Communication Channels: The train operator can utilize:

  1. Official website

  2. Email newsletters to subscribers

  3. In-station screens and posters

  4. Train interior advertisements

  5. Social media channels 


  • Possible Experiences: Engagement Activities:

  1. Interactive and humorous video series highlighting rail safety risks.

  2. Safety pledge challenges with digital badges for participants.

  3. User-generated content campaigns encouraging followers to share their own rail safety tips and stories.

  4. Interactive polls and quizzes related to rail safety facts and myths.


  • Device Portability: All content should be optimized for viewing and interaction on smartphones, tablets, and desktops to ensure maximum accessibility and engagement.


  • Content Needed

  1. Videos: Engaging, humorous, and educational videos that highlight common unsafe behaviors and their consequences.

  2. Images: Infographics and memes that convey key safety messages.

  3. Stories: Personal stories or testimonials about rail safety incidents or near-misses.

  4. Questions and Polls: Interactive polls and questions to engage the audience and provoke thought and discussion.

  5. Apps: A mobile app for the rail safety pledge challenge, including tracking and sharing features.


  • Extending and Sharing Engagement

  1. Auto-posting Features: Enable users to automatically share their engagement activities, such as taking the safety pledge or completing a quiz, on their social media profiles.

  2. Campaign Hashtag: Create a unique and memorable hashtag to consolidate all campaign-related content and encourage sharing.

  3. Influencer Amplification: Influencers will share campaign content and encourage their followers to participate and share their own experiences using the campaign hashtag.


By leveraging the power of social media, influencer partnerships, and engaging content, this campaign aims to foster a culture of rail safety awareness and significantly reduce unsafe behaviours around trains.



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