Olympic Safety Campaign

Client

FirstGroup plc

Brief

To develop a coordinated FirstGroup passenger safety campaign before and during the 2012 Olympics to highlight travel safety hazards

J9 Solution

- Posters
- Leaflets
- Banner displays
- Live events at UK stations
- Spring water and muesli bar giveaways
- Passenger safety survey and safety conversations
- Management of the Safety Squad and production of branded clothing

This campaign was coordinated across all the FirstGroup TOCS under the direction of the Group Rail Safety Director.

We created a series of passenger posters with visuals linked to the Olympics carrying the underpinning message Get to your finish line safely. Our recommendation was for a passenger survey and live events to be run at stations throughout the UK. This would enable our safety teams to inform passengers of the local safety hazards and also survey them regarding their knowledge and views on safety issues. To encourage interaction we created provided free branded spring water and muesli bars to instigate the interest in conversation with our Safety Squad.

The campaign also created local press interest and was considered to be a highly effective tool to highlight safety issues during this exceptionally busy period.