Work Yarra Trams Community Safety Campaign

Deliverables
  • Creative Ideation
  • PR & COMMUNICATIONS STRATEGY
  • Video & Illustration
  • Copywriting
  • Print Design & Production
  • Digital Banners & Web Content
  • Social Media Strategy & Content
  • On board tram announcements
Overview

Avoiding slips, trips and falls.

In 2017 Yarra Trams appointed Icon Agency to create a behaviour change campaign to promote passenger safety to a diverse audience of tram users, with the aim of reducing the number of serious falls across the network.

 
Background

A CAMPAIGN TO MAKE TRAM SAFETY TRAVEL FURTHER

From 2015 to 2016 there was a significant increase in the rate of passengers slipping, tripping and falling on Melbourne trams. Research determined that most falls occurred during the first one to two minutes of travel, during which time passengers were typically boarding, validating tickets or in the process of finding a seat.

Challenges

MAKE TRAM SAFETY FAMOUS

Trams can take-off or brake suddenly, but people forget to brace themselves while they’re fumbling for a myki or using their mobile. Also, elderly passengers often prefer to stand by the door so they don’t miss their stop, even if seats are available. All of which makes them vulnerable to a fall. The challenge was to deliver simple safety instructions in an unforgettable way and get people to embrace new safer behaviours like holding on, taking a seat or adopting a stronger stance. Our goal was to create a circuit breaker to make tram safety famous.

Solution

THIS IS HOW WE TRAM

The Icon Creative team developed an inclusive, community-focused and proudly Melburnian central theme: ‘This is how we tram’. Then we employed a Tram Coach to show passengers how we do it: humorous and eccentric, positive yet authoritative.

Three key messages reinforced by clear visual cues were developed to support the central idea: ‘Sit tight’, ‘Grip right’ and ‘Stand strong’. A cast of supporting characters was also created to support the safety narrative and reflect the diversity of Melburnian tram riders.

The campaign was segmented into three distinct phases that harnessed the reach of social media, outdoor, ambient and ‘guerrilla’ advertising, PR and earned media. Campaign collateral included video content and static assets for social media and in tram posters and screens.

The PR launch of the ‘This is how we tram’ campaign gained strong traction, with 20 print and online articles in major Victorian regional and metropolitan dailies with a total reach of 6.4 million. 

Icon’s integrated campaign approach proved highly successful, with the first quarter (Q4 2017) showing a 40% reduction in slips, trips and falls compared to Q4, 2016.